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A Time for Change Q&A with J.R. Jones and Chris Peel
Rheem unveils new branding initiatives D
BY JOHN MESENBRINK Editor of PHC News
uring the AHR Expo, held last winter in Las Vegas, Rheem unveiled its new
brand identity and numerous re- designed products. They agreed to an exclusive interview with TMB Pub- lishing’s John Mesenbrink, who is the editor of Phc News, sister publication of The Wholesaler. Following is his
in the coming months and years. At the AHR Expo 2011 in Febru-
J.R. Jones Rheem CEO
Chris Peel
interview with Rheem CEO J.R. Jones and senior vice president/COO Chris Peel. Mesenbrink: Please explain the
rebranding initiatives at Rheem. What was the impetus? Jones: The Rheem rebranding ini-
tiative reflects our desire to build on what is already a very strong brand in the water heating and HVAC mar- kets. Our objective is that the Rheem brand will be synonymous with qual- ity, 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 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 vi- sual appearance for our products, new website and new tagline. We’re re- designing our products with attractive new colors and sculpted, smooth lines that meet today’s demand for stylish and superior performance that com- plements 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
Rheem Senior VP/COO
ary, we unveiled the new Rheem tagline, “The New Degree of Com- fort,” which will impact how we in- teract with customers at every level. “The New Degree of Comfort” signi- fies the Rheem commitment to bring- ing innovative, energy efficient technologies, including integrated air and water solutions, to homeowners. Another element of our rebranding initiative is a newly re- signed Rheem website, which went live in mid- February. The website is highly visual in nature and provides several in- tuitive and interactive features under a new “Homeowners” tab. This section includes a re- vamped “Local Contrac- tor” feature, which enables consumers to search nearby contrac- tors by products installed and services provided, such as financing, re- bates, online HVAC sys-
tem selection program and water heating authorized service providers. The section also features a “Rebate Center,” which automatically popu- lates with appropriate local rebate op- portunities. Rheem is unique in that we feature localized rebate opportuni- ties on our website; whereas many manufacturers link to an external site for consumers to search. Mesenbrink: How long has this been in the works? Peel: Rheem has been planning
and actively working on our rebrand- ing initiative for nearly five years, with an accelerated effort over the past 18 months. This important u n d e r t a k i n g represents the
any cause for concern? Did the econ- omy alter business objectives? Jones: During the past few years,
the U.S. and global economies changed dramatically, and – as a re- sult – the water heating and HVAC industries underwent significant changes. In these industries, the suc- cessful businesses overhauled the way they operate in order to make it through the most significant eco- nomic correction period since the Great Depression. These businesses took measures such as aggressive cost management, productivity im- provement, and reorganizing opera- tions for greater efficiency and reduced waste. At Rheem, we took those exact steps, but at the same time, we recognized the opportunity to go beyond these fundamental tac- tics and invested heavily in innova- tion. We took a close look at the basics of our business – research and product development, manufacturing operations, product design, sales, dis- tribution and marketing – and made substantial enhancements to every area. This ultimately positioned Rheem to be a stronger, more united, technologically advanced company poised for growth. Mesenbrink: Our audience is
plumbing and the “wet” side of heat- ing. With the introduction of the elec- tronic-based systems, and the integration of air/heat pump technol- ogy, how does it affect plumbers, if at all? (Ease of use, training, etc.) Peel: Over the past few years,
Rheem has placed a considerable em- phasis on new product development. A big change for Rheem, and for the industry, is bring-
not. Because Rheem is unique in that we have decades of water heating and air conditioning technological expert- ise, we have a unique opportunity to help plumbers recognize the benefits of integrated electronic controls and integrated air and water systems.
“We’re redesigning our products with attractive new colors and sculpted, smooth lines that
meet today’s demand for stylish and superior performance that complements other appliances and décor elements.”
Rheem is developing integrated elec- trical controls that will bridge across our vast and diverse water heating, heating and cooling, pool and spa heating product lines. It is our belief that the introduction
of electronics to our plumbing cus- tomers will: • Provide unprecedented benefits to
their customers, leading to improved profitability • Provide differentiation from their competition • Improve the ease of installation, reducing call backs • Make our products easier to used
and realize maximum performance benefits. Mesenbrink: How important is
educating the contractor/wholesaler who, in turn, educates the consumer? How is your relationship with the contractor/wholesaler, and does it change moving forward? Peel: An increasing number of
consumers are preparing for major purchases by combing the Internet for information and doing comparison- shopping before contacting local sales and service providers. Armed with information, consumers select
•THE WHOLESALER® —MAY 2011
Rheem products will wear a soft, grey paint scheme and sport rounded edges accented with polished metallic elements, along with the vivid red Rheem logo and a distinct, vertical indented line down the middle that will create a visual ‘thermometer.’ Embossed into the cases will be a ‘smile’ to create a freindly appearance.
largest period of capital investment in Rheem history and was done to cre- ate significant advantages for plumb- ing and HVAC contractors and homeowners for years to come. Mesenbrink: Was the economy
• Be sure to visit
www.thewholesaler.com for web exclusive articles and videos! •
ing electronic controls into what has traditionally been a mechanical in- dustry. Typically, air conditioning systems
have included electronic control sys- tems, but water heating systems have
contractors they judge to be informed and up-to-date to help them make their water heating and heating and cooling purchase decisions. But, moving forward, consumers are (Turn to New branding... page 62.)
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