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Inside Rheem's Rebranding Efforts


heem Manufacturing Company demonstrated the future of integrated air and 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 years developing prod-


ucts that provide the highest quality, reliability and dura- bility,” 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 effi- cient 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 innova- tion through the incorporation of new technologies. For instance, Rheem brand ambassadors working in the exhib-


it 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 Chevrolet was also in the Rheem exhibit, demonstrating the game for AHR attendees and challeng- ing 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 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, includ- ing our new products and brand identity.” Rheem also unveiled a totally new and enhanced web-


site in February that projects the company’s new branding and direction. Recently, Plumbing Engineer conducted the following exclusive Q&A with Rheem’s J.R. Jones and Chris Peel as they talked candidly about the rebranding efforts. PE: 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 continue that. But, beyond that, we are on a mission to be the innovative leader in efficient integrated comfort solu- tions for homes and businesses. There are many elements associated with the Rheem


J.R. Jones Rheem CEO


Page 42/Plumbing Engineer


Chris Peel Rheem COO


rebranding initiative, but the most obvious elements include the introduction of an entirely new visual appear- ance 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 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


Continued on page 44 April 2011


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