Kenmore had a big problem.
Engineers were in charge of the marketing message. They focused on 'news' that mattered to their engineers instead of what ordinary people wanted.
My job was to convince Kenmore to listen to their customers again. We showed them that people want 'genius' ideas only if they solve real problems.
The work that followed signalled a change to appliance shoppers. It made Kenmore a contender again among new competitors who had been stealing the spotlight.
And ‘That’s Genius’ became more than a brand signature. It became a way for the business to behave all the way down to product development. To this day Kenmore continues its focus on democratic technology.
Meanwhile, Kenmore washer sales went up 160% and cooking was up over 42% following campaign debut.