THE ISSUE: National competitors outspending Pemco $10 to 1 in the PNW market. Pemco found itself rated #6 in consideration.

WRENCH: Pre-existing qualitative research yielded lots of unique opinions held by Pacific Northwesterners but failed to yield insight capable of driving brand strategy.

PROCESS: Designed and moderated a brand strategy session with Pemco's agency and leadership team, with the goal of aligning around a positioning area.

AHA! MOMENT: When asked, “What happens when there’s a big storm?”, the room lit up as Pemco execs traded stories about wading into storms to help customers when it counted most.

SOLVE: A strategic platform that wrote itself, starting with the tag “We’re quirky, just like you.” Pemco’s agency ran with the new creative brief, creating the beloved “Profiles of the Pacific Northwest” campaign.

RESULTS: Folks in the PNW felt seen—and laughed along with the Profiles campaign. Awareness went through the roof, putting Pemco in the #1 position for consideration within months.

• Brand Strategy Workshop

• Brand Repositioning

• Creative Brief