Kohler Signature Store Brand Strategy



Philosophy
There’s so much more to great design than a room’s finished appearance. Great design should be inspired and should, in turn, inspire you. Balance outstanding style with intriguing pieces and sensible function to create a room that truly reflects you. ”
A Curation of Color & Design, p. 28
Target Audience
Always dreaming, aspirational
Interested equally in high culture, art, history & travel as pop-culture & fashion
Consciously cultivated personal style influenced by her varied interests
She knows who she is. You won’t hear her ask, “Does this make me look… Does this make me seem…”
Her Signature Style should inspire her space as much as her space inspires her, both informing & reinforcing her style
Creative Objective
Transcending commoditization – price & availability (i.e. Amazon) to: Deliver services (Studio41) wrapped around core goods (Kohler) to: Exceeding perishable service value with an engaging experience that endures after transaction; the value of the experience remains.
Business Objectives
“Discover (her) Signature Style”
via esthetic retail experience (i.e. integrating Signature Style Profile – see next page)
Define her style
Identify common elements & themes (silks & velvets, mirror & lacquer, vivid hues & bold patterns)
Offer a language to communicate style (glamour, drama, luxe, opulence, sophistication, elegance)
Refine her Signature
Narrow from “Eclectic” to “Hollywood Regency”
Awaken her sense of possibilities
We are the product curators
Offer holistic design solutions that embody her Signature Style
Presentation Elements
Aggregate elements representative of Signature Style
Objective: to inspire & communicate Signature Style
Presentation Elements

marketing applications
Questionnaire: defines Signature Style & attributes
Signature Style Boards – create, share, comment on, rate/up-vote, explore for inspiration
Share results of questionnaire / Invite to take questionnaire
Share Signature Style Boards
Local
Initiate competition to define local/neighborhood/regional Signature Style boards
Signature Style Profile: River North (neighborhood in Chicago)
Professionals
Involve professionals to engage (i.e. answer questions on Houzz about incorporating elements to achieve a Signature Style)
Signature Style Boards showcasing a single style / ad, rotating throughout different publications & editions – invites readers to discover their Signature Style online or in showrooms
Direct Mail
Mini Magalogue featuring Signature Styles, featuring selected customer/designer-submitted style profiles/boards
Very short clips & sound-bites (representative of the Signature Style profile) with imagery from Style Boards rotating quickly, accompanied by Kohler products & final bathroom shot embodying Signature Style
Very short sound-bites (representative of the Signature Style profile) including music, real-life sound-effects, nature sounds, descriptive words
Review customer Signature Style Profiles if customers have created them/saved others prior to visiting showroom
Showcase Signature Style profiles on TV monitors
Loop through our bank of Signature Styles or feature “trending” style profiles, style profiles created by select professionals & users
Take-away printable (or writable) profile personalized for customer outlining their Signature Style accompanied by marketing piece outlining what defines that style with product recommendations to achieve style