Irwin Brand


How to create an umbrella positioning that could appeal to two distinct target audiences. (Do-it-yourselfers and professionals)


  • Created a positioning that used the Professional as the basis for credibility. “Trade-Tough”.
  • Established a product performance benefit that established an advantage in longevity and durability. “From Rough to Finish.”


  • Positioning is incorporated on packaging and in advertising for re-launch in 2nd quarter 2002.
  • New Positioning halts share decline

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