Wicanders new portfolio organization.
December 2017, by Wicanders
With a renovated portfolio, Wicanders strengthens the bond between the brand and its clients, making the selection process easier and consumer-friendly.
The new portfolio organization comes as the result of a strategic and thorough market study that identified the need to strengthen the bond between the brand and the public, being it the professional target or the end consumer.
As a result, Wicanders developed a new form of brand communication, based in three main pillars: Wellbeing; Cork and History.
Wicanders developed a new form of brand communication, based in three main pillars: Wellbeing; Cork and History.
Wellbeing is the purpose of the brand: to promote wellbeing to all people in all types of spaces where they communicate, express themselves, interact and live. It’s an inspiring and moving commitment.
Cork is Wicanders’ soul. Present in the brand core and in its products, in its sustainable character and in the benefits that come with its use.
The third pillar, History, reinforces the emotional connection that comes with the fact that Wicanders is a family company. A century-old company that has passed its know-how from generation to generation, setting itself apart in a market of anonymous players.
By focusing on the client, this new portfolio organization is aligned with the normal flooring selection process that usually has the visual as a starting point.
So, Cork, Wood and Stone are now the first level of choice, followed by a subdivision related with the product’s characteristics (by level of use, resistance, price, etc.). Other factors are taken into account, like if the client is looking for a waterproof solution, a glue down solution or if his choice is based on environmental concerns.
This new form of communication and organization makes the selection process easier and consumer-friendly, while presenting another good reason to choose a Wicanders floor.
Cork, Wood and Stone are now the first level of choice.