P&C Global Practices: Corporate Performance, Digital Transformation, Strategy & Innovation
A Legacy Luxury Appliance Brand Refreshed for a Modern Era
Rooted in over a century of craftsmanship, a fourth-generation, family-owned manufacturer of ultra-premium appliances was well known for its engineering excellence and durability. With deep customer loyalty and consistent recognition for outstanding service, the brand held a trusted place in the lives of discerning consumers around the world. As the competitive landscape evolved and a new generation of affluent, digitally native buyers emerged, the company recognized an opportunity to refresh its brand expression and deepen emotional connection with modern luxury consumers.
To support this ambition, the luxury appliance maker partnered with P&C Global to revitalize its brand positioning and elevate its marketing strategy for a more connected, experience-driven world. This engagement delivered a globally unified approach that preserved the brand’s foundational values, quality and reliability, while unlocking new relevance through emotionally resonant storytelling and modernized customer engagement. From digital capabilities to cohesive messaging across markets and channels, the transformation enhanced brand perception, strengthened competitive positioning, and drove deeper customer engagement. These gains translated into unprecedented financial performance, affirming that strategic brand evolution can deliver both emotional resonance and measurable business impact.
Navigating Brand Repositioning as Luxury Markets Evolve
With over a century of engineering excellence, durability, and craftsmanship, the client had earned a rare position of trust among discerning consumers worldwide. Long admired for its quality, the brand’s reputation had been built over generations, with its appliances often viewed as heirlooms in the homes of loyal customers. Yet as luxury itself evolved, so too did the opportunity to expand that legacy for a new era. The client needed to navigate several converging challenges.
Shifting Consumer Expectations
Affluent consumers, particularly younger, digitally native buyers, were redefining the meaning of luxury. Sustainability, longevity, and brand purpose had become essential considerations, especially as heightened time at home prompted greater emotional and financial investment in living spaces. These consumers weren’t just buying products; they were aligning with brands that reflected their values.
At the same time, digital fluency was non-negotiable. This new generation of high-end buyers expected seamless engagement across social platforms, e-commerce channels, and connected apps, paired with personalized, emotionally resonant storytelling. To remain top-of-mind and top-of-market, the brand’s marketing strategy needed to evolve to meet customers where they are while preserving the timeless, human touch that had long defined its identity.
Evolving Expectations of Ultra-High-Net-Worth Clients
The client’s core customer base included ultra-high-net-worth individuals and families who expect more than performance. These customers were accustomed to seamless, white-glove engagement from the world’s most prestigious luxury brands.
As luxury evolved beyond product ownership to encompass service, personalization, and emotional connection, expectations in categories once considered functional, like home appliances, began to shift. The brand faced rising pressure to deliver not just excellence in engineering, but an experience that matched the elevated standards of its clientele. The challenge was not product quality, but how to translate that excellence into an engagement model that catered to the world’s most discerning consumers.
Intensifying Competition
The premium appliance market was evolving rapidly, with global giants and emerging luxury brands investing heavily in design, technology, and sophisticated marketing. Many sought to capture attention by emphasizing bold aesthetics, smart features, and trend-driven messaging aimed at younger, digitally native consumers.
Amid this growing complexity, the client remained a benchmark of performance, craftsmanship, and trust. Yet its understated approach, long appreciated by loyal customers, risked being underrecognized in a marketplace increasingly dominated by louder, more design-led narratives. This shifting dynamic created an opportunity to amplify the brand’s quality, ingenuity, and timeless appeal with a voice as distinctive as its products.
Fragmented Global Messaging
As a premium brand operating in nearly 100 countries, the client had built strong regional identities rooted in shared values of quality, craftsmanship, and reliability. However, independent marketing approaches led to inconsistencies in brand messaging. Campaigns, taglines, and digital strategies varied by region, making it increasingly difficult to present a cohesive global identity.
In a hyper-connected world, where affluent consumers engage with brands across multiple digital and physical touchpoints, this fragmented approach became a growing concern. Without a unified brand voice, even the most respected legacy brands risk dilution of perception and missed opportunities to reinforce their premium positioning consistently across markets.
A Unified Strategy for Luxury Brand Reinvention
In close partnership with the client’s executive leadership, P&C Global helped shape a bold, enterprise-wide vision for brand transformation. This was not a tactical campaign or a localized marketing refresh. It was a global mandate—a multi-year, transformational effort to revitalize brand expression and modernize marketing operations across every global touchpoint. The engagement set out to position the brand for long-term relevance and resonance.
Landmark Global Brand Campaign
As a cornerstone of the transformation initiative, P&C Global partnered with the client to launch its first truly unified global brand campaign, a bold, emotionally resonant effort designed to amplify core values for a new generation of luxury consumers. Rolled out across 49 countries, the campaign marked a defining moment in the client’s history: a global statement of relevance, trust, and staying power.
Reframing the Brand Promise
P&C Global’s role was multifaceted, beginning with the identification of the campaign’s thematic focus. Leveraging deep consumer insights, the team recognized a unique opportunity to reframe the client’s renowned product longevity as a compelling sustainability narrative. As high-end consumers increasingly rejected disposable culture, they sought brands that embodied durability, responsibility, and long-term value.
At the heart of the campaign was a simple but compelling idea: longevity is the ultimate form of sustainability. This positioned the client not just as a maker of premium appliances, but as a provider of enduring investments. P&C Global developed a tagline that captured this ethos, one that spoke to lasting performance, future readiness, and timeless design.
To reinforce authenticity, P&C Global guided the client to weave in the brand’s heritage: over 120 years of engineering excellence. The client’s long-standing practice of testing appliances for multi-decade lifespans offered a powerful, differentiated brand promise. Senior brand leadership served as visible spokespeople, reinforcing the emotional and functional pillars of the brand. The timing of the launch, following the volatility of the pandemic, was deliberate. As consumers redefined the role of home and placed renewed value on lasting dependability, the campaign resonated deeply, reaffirming that this is a brand not only trusted across generations, but one that can be confidently relied upon for the moments that matter most.
Storytelling and Visual Narratives
Creatively, the campaign elevated the brand’s visual language in bold new ways. Imaginative storytelling and visual narratives were developed, including one striking ad that featured an artful cube constructed of hundreds of sparkling wine glasses being flawlessly cleaned in a dishwasher—an artistic metaphor for precision, reliability, and brilliance. Directed by renowned visual artist Dan Tobin Smith, the campaign’s imagery was designed to grab the attention of premium customers used to the best of everything.
The global rollout required strategic precision. P&C Global coordinated a synchronized launch across television, print, and digital channels in North America, Europe, and Asia-Pacific. Messaging was thoughtfully localized while maintaining a unified global voice. Focus groups across key markets (including the U.S., Germany, and China) informed cultural refinements. In sustainability-focused regions, for example, messaging leaned more heavily on energy efficiency and environmental leadership, underscoring the brand’s commitment to purpose without losing emotional appeal.
Digital Marketing Transformation & E-Commerce Expansion
In parallel with the global brand campaign, P&C Global drove a major expansion of the brand’s digital marketing and direct-to-consumer capabilities. P&C Global’s technology & digital transformation experts worked in tandem to help the client evolve from a product-focused manufacturer into a connected, experience-led brand, seamlessly bridging the physical and digital. This stage of the transformation centered on three pillars: modernizing digital marketing, scaling direct-to-consumer (DTC) channels, and elevating the retail experience into an immersive brand journey.
Modernizing Digital Marketing
P&C Global helped architect a performance-driven digital marketing model that aligned creative storytelling with data-informed strategy. This included advising on the appointment of a digital-led agency of record in North America which catalyzed a refreshed approach to search, social, and video. This featured award-driven search marketing, engaging social content, and integrated cross-channel campaigns. Consumers that encountered sustainability messaging on one platform were seamlessly re-engaged across others, from retargeted YouTube videos to banners promoting eco-conscious design. P&C Global also established campaign KPIs, from click-through rates to conversion metrics that instilled a culture of accountability and optimization across the client’s global marketing organization.
A standout execution was a sustainability-focused digital campaign in the UK, built around third-party validation. The client became the first appliance brand to license the Which? Eco Buy accolade for use in its marketing. Having earned several Eco Buy recommendations for product efficiency and longevity, the brand—with P&C Global’s strategic guidance—became the first in its category to license the accolade for marketing use. P&C Global experts then embedded the badge across digital touchpoints, transforming a respected third-party endorsement into a powerful brand-building lever. The campaign resonated across display, influencer, and podcast formats, repositioning the brand’s long-standing durability as a future-focused sustainability promise.
Scaling Direct-to-Consumer Capabilities
Recognizing the growing appetite for convenience and personalization, P&C Global guided the client’s expansion into direct e-commerce and CRM-based engagement. Customer data platforms were enriched to capture app usage, product registration, and purchase behavior (with consent), enabling targeted campaigns with unprecedented relevance. A customer who frequently uses the brand’s smart oven app, for instance, might receive an invitation to a local Masterclass or see accessories curated for their product.
These changes fueled measurable results across product lines. Online sales of accessories and consumables saw sustained double-digit growth, and for the first time, full-appliance purchases began flowing through the client’s owned e-commerce channels, once unthinkable in the premium appliance space. Not only did this drive revenue, but it also improved margins by reducing reliance on third-party retail markups.
Reimagining the Retail Experience
To translate digital brand momentum into physical spaces, P&C Global introduced a flagship concept: the experience center. Drawing inspiration from luxury automotive and hospitality environments, these immersive stores blended technology, education, and personalized service to deliver a holistic brand experience. From touchscreen configurators to live chef demonstrations, every detail was curated to elevate perception and foster connection.
Launched in key cities including Amsterdam, Toronto, and Bangkok, each luxury experience center offered more than shopping—it became a showroom for the brand’s values. Visitors could attend classes, explore sustainability features, and interact with products in beautifully designed environments. Feedback loops were built into the model: customers could request follow-ups or special event invitations, with data seamlessly integrated into the CRM for ongoing engagement.
Orchestrating a Cohesive Omni-Channel Narrative
What unified these efforts was a single, cohesive strategy: an omni-channel brand narrative that followed customers from awareness to advocacy. A consumer might see a global ad campaign about quality, engage with sustainability content on Facebook, explore products in an experience center, and receive a personalized service offer via the mobile app. At every stage, the tone, visuals, and message were aligned—premium, relevant, and future-forward.
This consistency was not accidental. P&C Global worked closely with the client to break internal silos, fostered collaboration across digital, retail, and marketing teams, and introduced a modern operating model grounded in agility and integration. Playbooks, workshops, and change management support ensured the transformation could scale and sustain itself beyond the initial campaign.
Championing Recognition and Customer Feedback
To solidify the client’s reputation as a leader in innovation, sustainability, and design excellence, P&C Global orchestrated a high-impact recognition strategy that transcended traditional PR marketing. From identifying relevant global awards to managing submissions, amplifying wins, and embedding honors into every facet of the brand ecosystem, this strategy turned accolades into strategic assets.
Rather than allowing awards to remain static acknowledgments, P&C Global ensured they were actively leveraged across consumer touchpoints. Award logos were seamlessly integrated into packaging, digital channels, in-store displays, and post-purchase journeys, translating credibility into conversion and long-term affinity. Every recognition became a proof point reinforcing the brand’s commitment to quality, design, and responsible performance.
But as credibility doesn’t come from accolades alone, P&C Global helped the client embed robust feedback loops across markets, activating reviews, testimonials, and usage analytics to shape messaging and product strategy. Authentic stories of durability, such as appliances lasting over two decades, were elevated as narrative assets. One standout endorsement from a luxury lifestyle journalist captured this sentiment: “I splurged on the fanciest dishwasher, and it was worth it,” citing its performance and longevity was unmatched.
To deepen retention and personalize outreach, P&C Global’s data science experts modeled high-value consumer segments and activated CRM and loyalty campaigns tailored to usage patterns and lifestyle signals. These insights not only fueled stronger repurchase behavior but also informed R&D and marketing for future launches.
By pairing industry recognition with customer validation, the brand delivered a powerful one-two punch: third-party credibility and lived experience, positioning it as a trusted, high-performing choice in the premium appliance market.
Delivering Tangible Business Value Through Luxury Brand Transformation
The multi-year transformation led by P&C Global delivered measurable and sustained results, beginning with record-setting financial performance and extending across revitalized brand equity, elevated marketing effectiveness, deeper customer engagement, and broad-based industry recognition. Together, these outcomes firmly cementing the brand as a global standard-bearer in premium home living.
Record Financial Performance and Pricing Power
- Sustained 20–30% price premiums across flagship categories, with products frequently selling out
- Sustained double-digit growth for online sales of accessories and consumables across the brand’s product lines
- Achieved highest global turnover in company history, fueled by innovation and elevated marketing
Revitalized Brand Equity and Emotional Resonance
- The repositioned brand now speaks to both legacy loyalists and a new generation of affluent, digitally native consumers
- Follow up market research confirmed a strong uplift in attributes like “innovative” and “inspiring,” with no erosion of heritage attributes such as “quality” and “trustworthy”
- The brand ranked among Europe’s Top 10 most respected company brands, alongside iconic names in automotive and technology
Breakthrough Marketing and Digital ROI
- Marketing spend efficiency improved by over 30%, reducing cost per lead and per order across regions
- Personalized communications achieved email open rates well above industry benchmarks, reflecting high relevance and engagement
- Direct-to-consumer e-commerce posted double-digit annual growth, bolstered by category expansion and data-driven campaigns
Sustained Loyalty and Customer Lifetime Value
- Customer satisfaction and repurchase intent reached industry-leading levels, with loyalty metrics that significantly outperformed peers
- CRM analytics showed that digitally engaged customers interacting via app, social, or personalized content, demonstrated materially higher lifetime value and lower churn
Recognition as a Global Brand Leader
- Voted Most Trusted Home Appliance Brand across 16 European markets—an unprecedented 11-year streak
- Honored by Superbrands and Best Brands Europe for leadership in consumer trust and strategic brand management
- Achieved 53 out of 54 Best Buy ratings in key categories from a leading European consumer review authority
Highlights of Success
- German Sustainability Award – honored for the brand’s comprehensive sustainability strategy and the exceptional durability of its products
- Plus X Award, Best Product of the Year – The brand’s flagship dishwasher received top honors for groundbreaking innovation, design, user convenience, quality, and ecology
- Readers Digest Most Trusted Brand – voted Most Trusted Home Appliance Brand in 16 European countries, an unprecedented 11-year consecutive win streak underscoring consumer confidence
- European EFFIE Award – recognized for the campaign’s marketing ROI
- Best of Kitchen and Bath (KBIS) Silver Award – celebrated in the ultra-competitive kitchen category for design and functional superiority
- Multiple Red Dot and iF Awards – a testament to the brand’s continuous innovation in aesthetic and industrial design across its portfolio
- Which? Large Kitchen Appliance Brand of the Year– with 53 of 54 products awarded Best Buy status, the brand dominated critical performance and reliability benchmarks
- Superbrands Recognition – for excellence in brand management
Internally, the company’s marketing, analytics, and regional teams now operate with shared vision, advanced tools, and data-led strategies. The brand is frequently cited in global forums as a model for modernizing heritage brands. In a recent press event reflecting on the company’s evolution, the co-proprietor of the brand expressed,
“Our business was built over 125 years on trust and innovation. With partners like P&C Global, we are evolving that innovation in new ways – and our customers are rewarding us with their trust, once again.”
Looking Ahead: Sustaining Growth Through Strategic Brand Positioning
With a bold global vision and renewed emotional resonance, the brand has redefined what premium means in today’s connected, value-driven luxury landscape. Senior leadership continues to champion the campaign’s core themes—trust, longevity, and purpose-driven innovation—as pillars of sustainable growth and competitive distinction.
As a result, the brand is no longer just admired for its craftsmanship and performance—it is now celebrated for its ability to evolve, inspire, and lead. From omni-channel excellence to personalized customer journeys, it stands at the forefront of modern luxury brand strategy.
About P&C Global
P&C Global partners with the most iconic manufacturers of high-performance and high-design luxury—from ultra-premium home appliances and bespoke vehicles to precision-engineered personal technology and furnishings. With clients including Miele, V-ZUG, Bentley Motor Cars, Rolls-Royce Motor Cars, Ferrari, and BMW, our work spans brand strategy, go-to-market transformation, service model reengineering, and end-to-end customer journey redesign. We deliver enduring growth by aligning world-class operational systems with the uncompromising expectations of the global UHNW consumer—where speed, elegance, precision, and emotional resonance are not options, but mandates.
Partner with P&C Global: Experts in Luxury Brand Repositioning
P&C Global specializes in helping iconic brands adapt, grow, and lead through times of disruption and reinvention. Whether you’re seeking to deepen loyalty, expand into new customer segments, or future-proof your market position, we’re here to help you deliver measurable transformation—with integrity, impact, and imagination.
