Kaycan's Brand Makeover

Bridges Horizon provides brand and communication strategy for Kaycan’s expanding multinational enterprise.

Situation

Kaycan, one of the world’s leading vinyl and aluminum siding producers, was well established with end-users - Builders and Installers. Kaycan was relatively unknown further up the decision chain, specifically with Architects. The objective of our first engagement was to reposition Kaycan, moving the brand decision to a higher level within the development cycle - to the point where Kaycan would be specified by name within the construction blueprint.

The key aspects of the mandate included: developing the most compelling positioning for their brand; determining the most appropriate brand and product hierarchy; and developing and executing a communication strategy for the Kaycan umbrella brand and supporting categories of products.

Solution

Through attitudinal and behavioural research of the Architect market, we discovered the need to increase the overall image and profile of the brand to attract the interest of this group. A key influencer in getting product specifications within a blueprint was not only top of mind awareness, but also “location” and “shelf space”. Most Architects refer to a “supplier wall” with vendor communications and product samples when developing blueprints. Not only must a vendor be on this wall, but also their brand must stand out.

A new dynamic look, logo and tag line were developed for the parent brand that would meet the more premium image and highly visual requirements of the target. Each product within the family was categorized into customer relevant groupings and branded to their unique market positioning, consistent with the umbrella brand (see below).  We recommended that Kaycan move away from their current multi-product “functional” catalogue that was geared toward the end-user of the products to develop a three dimensional product case that would create high impact. We developed a kit for the Kaycan sales force that included product samples and a binder with a new corporate brochure and product information brochures (see below).

Results

The kit was first launched in the Canadian market place.  It made such significant inroads within the Architect market that it was rolled out into the US. Since then, all Kaycan communications within the organization, including new company acquisitions have adopted and evolved into the new corporate brand positioning.

For more information on this business case or other Bridges Horizon work, please contact us.