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Aerolite is South
Africa's
favourite insulation
brand...
In the early 70s, Think Pink Aerolite was introduced to the South African market. Today the colour and the Aerolite cat (KC), are synonymous with the Think Pink Aerolite brand
and almost 30 years after Think Pink Aerolite was launched, the brand is still the market leader.
How can it be that, in today's fast-changing markets, a brand that has had only slight
modifications the product and its promotion can thrive against competitors with products
more recently developed in the eighties and nineties? What does it take to become a
reputable brand such as Aerolite?
Minimum disturbance. The key to brand building is consistency. Consistency engraves the brand in the mind of the consumer.
Changes to the logo, cat and packaging have been handled in such a way as to create the absolute minimum disturbance. In short, the consumer knows they can rely on the brand.
It always looks the same, it performs the same, and it always delivers the same imagery and product benefits.
Creating a great brand means resisting the urge to change something about it. This becomes increasingly difficult as it is passed on from one brand manager to the next over the passing years.
The Think Pink Aerolite advertising message is kept simple . It promotes the values of the brand - safety and comfort. It also introduces strong use of the brand properties- the colour pink and the Aerolite cat.
Click here for samples of Aerolite
advertising and branding |
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