Branding Decorative Panels - A Role for Upstream Suppliers

Executive Summary

Upstream suppliers to laminate producers and users can make a real, positive and lasting impact by combining their marketing efforts to create a unified category brand that emphasizes the many positives of decorative panels.

Rebranding messages will focus on architect and designer specifiers of commercial and residential furniture and interiors, because the materials they use inform and inspire consumers.

By blanketing the media frequented by these specifiers, we can change our brand from “Cheap imitation surfaces that don’t last,” to “The planet’s most environmentally responsible design solutions, inspired by global décor trends.”

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