ServiStar
Gaining a competitive edge
American Hardware Supply, a cooperative of independent hardware, building and home improvement stores, had successfully reduced many of their costs by joining together, but lacked the brand image and marketing clout of mass retailers.
Challenges
To create an identity that would help independent hardware store owners compete more effectively
Actions
Introduced the brand name "ServiStar," to raise the profile and created an aggressive red, white and blue signature and packaging designs for all private label products
Created a retail strategy of a shared brand identity to strengthen impact in advertising and promotion; increase sales through private-label and point-of-sale merchandising
Strengthened marketing efforts with explicit guidelines and standards for facilities, signage, vehicles, uniforms and display areas