Case Study


Founded 63 years ago, Feeney provides cable and aluminum railings, rods and fittings, canopies and other aesthetically pleasing architectural solutions for residential and commercial projects. We conducted comprehensive brand equity research for Feeney with (a) architects/designers, (b) contractors/builders, © fabricators and (d) retailers. Based on that research, we facilitated a brand positioning workshop with Feeney’s leadership team, leading them to focus on product quality and ease of ordering/installation as their unique and compelling points of difference. From that consensus, we developed a tagline and elevator speech and conducted a branding rally for employees to help them bring the new brand positioning to life.