Situation we faced: How do you create a brand in an unbranded category? This is what Cult was tasked to solve for Wayne Dalton.
Insights: Although garage doors represent up to 33% of a home’s exterior, it was a low-involvement category. Homeowners had no idea who manufactured their garage door. Consumers typically relied on a dealer to decide on a brand.
To pull-in rather than push sales by dealers, each Wayne Dalton garage door model was given a unique, differentiating and consumer-friendly brand personality. This created demand based on design style rather than price.