Buffalo rebirth mirrors Restonic's brand revival
David Perry, Executive editor -- Furniture Today, March 9, 2009
Question: Why in the world would I want to go to Buffalo, N.Y., in the dead of winter? Answer: To see the creation of the revitalized Restonic brand.
So there I was, wearing my heaviest winter coat, stepping through the slush of snow and ice on my way to a photo studio in downtown Buffalo. A driving snow welcomed me to the city.
It was, truth be told, a reminder of the frigid winters of my youth in Rochester, Minn. I've loved snowy winters ever since, and, sadly, I don't get many at my home in High Point. But Buffalo quickly ushered me back to the carefree days of my youth with its wintry blast.
It was warm inside the studio, where Restonic had been shooting pictures of models for its new brand positioning, unveiled at the recent Las Vegas Market. Men, women and children were photographed as if they were in the midst of happy dreams. Dreams, I think you will agree, are a good thing for bedding producers to tout.
Later I visited the offices of The Martin Group, the Buffalo-based ad agency helping Restonic revitalize its brand. I saw many of the pieces that are coming together in the new brand image.
Restonic President Ron Passaglia joined me on my travels in Buffalo. He introduced me to Brooke Palmieri, the company's new marketing manager, who is based in Buffalo. I was also joined by Tom Comer, president of the Restonic licensees in Buffalo and Fayetteville, N.C., who has been with the group since 1991.
As I looked over the logos and brand messages that Restonic has used over the years, I was reminded that brands are not static entities. The essence of their promise should remain vibrant, but the messages and the look of the brand must change over time to keep pace with changing graphic tastes and changes in the marketplace.
That is what Restonic is doing. Yes, the old looks were comfortable and familiar, but a new logo signals a new direction.
“We are hoping to revitalize our current customers and invite new customers to join us,” Passaglia said. “We are offering something new and updated to bring focus to where we are going for the next few years.”
Buffalo, it turned out, was the perfect place for Restonic to deliver that message. The historic city, famous as the western terminus of the Erie Canal, has been undergoing a renaissance of investment. Some $4 billion was pumped into the city's economic development coffers in 2007. There's a positive vibe downtown, even when freezing winds and snow blanket the city.
Yes, it was cold in Buffalo. But it's always fun to see companies examining what they do well and why, and then figuring out new ways to tell those compelling marketing messages. Good luck to Ron and his team.
Contact David Perry at dperry@reedbusiness.com
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