Position brand as innovation leader
American Standard sought a way to disrupt the comparative conversation between brands. While others focused on design, an attribute where we matched up well, we shifted the discussion to our technology-infused, life-changing products. With the rapid growth of today’s smart home, we saw an opportunity to own “smarter” products. Borrowing from the tech associations of Silicon Valley, we dubbed American Standard headquarters as the innovative world of “Porcelain Valley.” Showcasing innovations where we lead the category, like the self-cleaning toilet and remote touch shower, we reframed the brand as forward-looking and contemporary.