To counter this a premium brand was required to seperate Parmate, and convey its point of difference through touchpoints of website and sales brochure. The key offer is that it is pre-finished with the worlds leading scratch resistant coating. This has been proven to increase wear life and deliver a more stable product, however this genuine proposition was lost in the existing sales collateral, and buried in amongst competitor brands misleading pitches.
The resulting rebrand has re energised the product line and provided effective sales tools leading to industry professionals such as architects and specifiers increasingly specifying parmate engineered flooring .
