After careful analysis of Indesit’s portfolio, it was clear that two regional appliance brands stood out: Italy’s historic Ariston and the UK’s successful Hotpoint.
The stakes were high. Both brands were market leaders so how could we make two become one, without loosing equity?
When two stars collide, a huge amount of energy is produced. Interbrand had to channel this kinetic energy, while avoiding blowout risks.
We defined the right destination – a Hotpoint-Ariston brand – and a completely safe road to getting there. Our seamless, multidisciplinary approach included strategy, linguistics, research, analytics, valuation, design, implementation, and naming.
The result is much more than a mere combination.
It’s a successful new European brand.