Powel Case Study

Situation

Powell is one of the largest accent furniture manufacturers in the United States. Established in 1968, Powell has come to dominate the accent furniture market and using subsidiaries such as Powell Kids, Powell Limited and Powell Beds, looks to affirm its position as a full-service home furnishings provider. However, their brand image did not reflect the value offered and thus asked MVC to provide some creative input.

Solution

Though Powell had been suffering from some brand dilution, the Powell brand name and logo were two of the company’s strongest brand elements. Thus MVC decided to leverage these elements to effectively communicate the spectrum of value that Powell brings to the marketplace while simultaneously creating a consistent brand narrative. Thus in each ad, a unique value was presented using the familiar Powell logo and style under the tagline “It’s all about Powell”. Taglines such as “It’s all about Possibilities”, “It’s all about Partnership” and “It’s all about Performance”, among many others were developed and run in major industry publications. By creating a cohesive brand platform and expressing the unique values of the company, Powell has successfully positioned itself as one of the leaders in the mass-market accent furniture industry.