Branding that Speaks to the Eyes

What a concept -- for Whirlpool, it helped speed up new product development and bring about futuristic user-friendly innovations

Back in the mid-1990s, Whirlpool's then-CEO David Whitman noted a troubling consumer trend that showed a lack of brand loyalty in the household appliance sector. Research indicated that two-thirds of appliance shoppers entered the retail store without a specific brand in mind, a clue that consumers had come to view appliances as commodity products. Little wonder, since the brands all tended to look alike — generic and white.

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