Engaging consumers with the premium choice.
When it comes to protecting your assets and family, you can’t buy better than a Dominator Garage Door. Part of the B&D Group, Dominator is the premium garage door brand for New Zealanders. Unfortunately, their premium offering wasn’t being clearly communicated across their collateral.
B&D approached Spruik to help with the repositioning of the Dominator brand. The key goal was to create clear differentiation from their sister brand, Garador, in both visual language and brand messaging. To do this they needed to present a cleaner, more sophisticated brand to market, which would appeal to both their male and female customers. This was an integral consideration due to the fact that aesthetically driven decisions for the home are predominately made by female customers.
This resulted in the removal of the heavy blacks and greys, which were previously prominent across all Dominator collateral, and the introduction of more white and red. We also put more emphasis on beautifully shot pictures of the home, to show the visual impact of a well-chosen garage door. We wanted to pair both the form and function of a garage door to hit both the male and female customers.
Coupled with their slogan, ‘Home Safe Home’, the Dominator repositioning has been a success and has helped to achieve clear market differentiation from the Garador brand. We now continue to manage all ongoing marketing initiatives for the B&D Group including collateral design, production, merchandise and traditional advertising.