is a leading consumer products brand trusted by consumers. Executives were
seeking outside expertise to develop a revenue growth opportunity through brand
How we did it
with growth platform analysis to identify high-potential growth opportunities
where the Rust-Oleum brand could provide differentiation. Conducted market
research and ideation following our front-end innovation process to identify
and shape concepts. Led the development and implementation of a dual licensing
program, “branded” and “certified protection,” identifying key categories and partners to extend the brand.
a multi-partner licensing program that extended the brand into new categories
and reinforced brand positioning as a leader in rust prevention. Created a
significant new revenue stream for Rust-Oleum that has minimal risk and high
return. Program included exterior lighting, paint applicators, exterior
fasteners, and auto/patio/grill covers with innovative new technology, executed
at top national retailers. Further expanded licensing opportunities into
surface protection by stretching brand equity.