Having defined the brand strategy for RR Fans. Tree was assigned the task of carrying ahead the theory of the group positioning to the switches product category and create a brand world for the same.
An emotional parallel was drawn connecting a mundane object like a switch to the role it played in the consumers life. The simple action of something coming to life through the switch was the insight we derived the brand positioning “The touch of Life” from.
All communication flowed from the positioning statement.