HYDRONICS
Inside Rheem's rebranding efforts BY JOHN MESENBRINK
water technology in both the HVAC and water heating industries at the AHR Expo 2011, held recently in Las Vegas. Rheem also unveiled its new brand identity and numerous redesigned products. “Rheem has spent more than 85
R 62
years developing products that provide the highest quality, reliability and durability,” said Rheem CEO J.R. Jones. “Given that water heating and HVAC systems account for more than 60% of a home’s energy consumption (source: U.S. Department of Energy), Rheem has a unique opportunity to build off our rich history of high- quality water heating and HVAC products with a full suite of innovative and energy efficient products.” Attendees of the AHR Expo were
treated to a highly professional overview of exciting new Rheem products and systems, all of which feature a high-quality, modern appearance. Also on hand were Rheem products that are not yet released, such as the second- generation hybrid electric water heater, featuring a color touch-screen. Rheem took extra steps to ensure that its exhibit design and layout align with the company’s outlook on innovation through the incorporation of new technologies. For instance, Rheem brand ambassadors working in the exhibit leveraged iPads® to provide background on Rheem products. They also gave a sneak peek of an upcoming iPhone® /iPod Touch® Rheem racing game app that was developed to tie into their racing sponsorships. As a bonus, champion NASCAR driver Kevin Harvick of the No. 33 Rheem
heem Manufacturing Company demonstrated the future of integrated air and
Chevrolet was also in the Rheem exhibit, demonstrating the game for AHR attendees and challenging his fans. “Over the past three years, Rheem
has invested more in our products, people and operations than at any other time in our history — even in the midst of very challenging economic times,” said
continue that. But, beyond that, we are on a mission to be the innovative leader in efficient integrated comfort solutions for homes and businesses. There are many elements associated with the Rheem rebranding initiative, but the most obvious elements include the introduction of an entirely new visual appearance for our products, a new website and a new tagline. We’re redesigning our products with attractive new colors and with
sculpted, smooth lines that meet today’s
Rheem senior vice president
and COO Chris Peel. “We are very proud to share with the AHR Expo attendees the early fruits of our efforts, including our new products and brand identity.” In February, Rheem also unveiled a
totally new and enhanced website that projects the company’s new branding and direction. Recently, Phc Newsconducted the
following exclusive Q&A with Rheem’s J.R. Jones and Chris Peel as they talked candidly about the rebranding efforts.
Please explain the rebranding initiatives at Rheem. What was the impetus?
Jones: The Rheem rebranding
initiative reflects our desire to build on what is already a very strong brand in the water heating and HVAC markets. Our objective is that the Rheem brand will be synonymous with quality, reliability and innovation, truly showcasing the power of integrated air and water technologies. We have a long, rich tradition of high quality, dependable products, and we will
demand for stylish and superior performance that complements other appliances and décor elements. Rheem will begin rolling out the newly styled products, starting with the mid-2011 launch of the super efficient hybrid electric water heater, followed by a full suite of new designs in the coming years and months. At the AHR Expo 2011 in February, we unveiled the new Rheem tagline,
“The New Degree of Comfort,” which will impact how we interact with customers at every level. “The New Degree of Comfort” signifies the Rheem commitment to bringing innovative, energy efficient technologies, including integrated air and water solutions, to homeowners. Another element of our rebranding
initiative is a newly resigned Rheem website, which went live in mid- February. The website is highly visual in nature and provides several intuitive and interactive features under a new Homeowners tab. This section includes a revamped Local Contractor feature, which enables consumers to search nearby contractors by products installed and services provided, such as financing, rebates, online HVAC system selection program and water heating authorized service providers. The section also features a Rebate Center, which automatically populates with appropriate local rebate opportunities. Rheem is the first water heating and HVAC manufacturer to feature localized rebate opportunities on its website; other manufacturers link to an external site for consumers to search.
How long has this been in the works?
J.R. Jones Rheem CEO
Chris Peel Rheem Senior VP/COO
Peel: Rheem has been planning and actively working on our rebranding initiative for nearly five years, with an accelerated effort over the past 18 months. This important undertaking
phc april 2011
www.phcnews.com
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