North American Window Collection

North American Window Collection

Gentek Building Products

Objective: Launch Gentek’s new branding and production strategy for a consistent quality standard throughout all market regions in North America.

Strategy: Identify a unique “collection” of windows providing centrally produced extrusions of window components that ensure a uniform quality process while supporting well-established regional brands and locally responsive product finishing

Solution: The North American Window Collection

Results/Commentary: The critical step toward a successful launch was to win buy-in from the stakeholders among Gentek’s existing four regional production facilities and their dealers. The regional facilities were being asked to give up a degree of autonomy and local focus to achieve improved product consistency and economies of scale.

The production and distribution concept was presented to regional management and dealers. The program included creative concepts for product literature and collateral that presented the NAW-compliant window designs with the look and feel of the recognized regional window brands.

Participants quickly understood how the NAW Collection was designed to integrate with local marketing while it achieved an important step up in product quality. All of the targeted stakeholders signed up for the program and adopted the NAW collateral materials for their regional launches of the new line.

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