Owens Corning

Brand Strategy, Naming & Messaging | Over a period of several years, helped steward Owens Corning’s launch of a next-generation energy-efficient brand from concept to introduction in more than 20 markets around the country

With launch of its EnergyComplete insulation and air sealing system, Owens Corning faced the difficult challenge of introducing a new energy-efficient technology to multiple audiences — homeowners, builders and insulation contractors.

As the lead brand strategist focused on positioning and messaging, I oversaw virtually every part of the brand and product launch.

I participated in dozens of field interviews with stakeholders, created the positioning and messaging platforms, oversaw brand naming, created a pop-up installation to test the concept with customers, developed sales presentations, and created and implemented a customized influencer communication program to promote adoption of this new product in regions with different building practices and code requirements.

Work performed with Catapult Thinking.