The case for insights leading to courageous change

Weather Shield was getting lost in the hyper-competitive, big-player-dominated middle-market window category, and sales had been declining for years. The first thing we did was contemporize its brand identity and trade show booth. Together, we made the difficult decision that an internally beloved logo icon had to go. Then, with a series of truly innovative and contemporary designs on Weather Shield’s immediate horizon, our research showed that architects and high-end builders were the most influential audience we could efficiently reach on our limited budget. This significant business strategy shift was based on the courageous belief that these audiences would have an outsized impact if we won them over. A statement from more than one architect paraphrasing Frank Lloyd Wright stuck with us: “I start with the view.” This insight led to the position “Start with the view. Bring the outside in.”