Spinning a premium carpet fiber brand back into the gold standard of commercial flooring.

Antron®, a global manufacturer of commercial carpet fiber, sought aggressive growth goals despite the rapid commoditization of fibers among carpet manufacturers, and a decline in awareness among a changing buyer base.

Antron® engaged Avenue to architect a new path back to growth, and guide the brand back to its former leadership position. The strategy and activation was widespread: virtually every aspect of the brand and go-to-market approach was overhauled—from the product architecture, to the customer and channel partner engagement model, to the sales experience, tools and conversations.

The repositioning and reintroduction of Antron® has received overwhelming acclaim in the industry. We continue to help Antron® accelerate relevance and preference for their products and ultimately reclaim their title.

“Thank you from the bottom of my heart for everything! You have successfully delivered the most compelling shift this brand has ever experienced! The team LOVES you guys and so do I! The impact it has made is astounding to say the least!”

TRACY COOK, DIRECTOR OF GLOBAL BRANDING

Engagement highlights

From …

  • Science-driven mindset and message
  • Complex value proposition and story
  • Vague brand position
  • Untargeted sales and marketing strategies
  • Weary sales methods and tools

To …

  • Customer-driven mindset and message
  • Restructured product architecture and sales approach
  • Clear and compelling value proposition
  • Focused strategies, priorities and targets
  • Re-energized employee base
  • Elevated industry profile
  • Recaptured relevance among specifiers and buyers

Strategy

Key deliverables and activities

  • Brand strategy workshop
  • Brand strategy roadmap
  • Brand positioning and architecture
  • Marketing and communication plan
  • Brand conversion and budget allocation plan
  • Launch plan

Brand workshop

Brand workshop

Brand workshop

Strategy presentation

Activation

Key deliverables and activities

  • Internal marketing and communications
  • “Fiber Revolution” launch and training event for sales/marketing and brand users
  • Brand conversion materials
  • Sales kit
  • Video
  • iPad assets

Strategy articulation

Strategy workshop

Brand identity and guidelines

Branded asset creation

Print ad concepts

Strategy workshop

Strategy storybook

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