Furniture manufacturer Prominent thanked their former growth on functional chairs: their assortment consists of ergonomic, customised and mostly service-oriented products. Time to make the next step. How do we transform a problem-solving service company into a brand that makes an emotional connection?
The first big step has been made: the family-owned business premiered on television. Furthermore, we made the change from functional to emotional communication by introducing the Guiding Idea: ‘Op zo’n moment verlang je naar een stoel van Prominent’ (‘At such moments what you really want is a Prominent chair’).