Legacy Reborn
Challenge.
Legacy without relevance.
George Westinghouse helped electrify the country. By the mid-20th century, “You can be sure if it’s Westinghouse” wasn’t just a tagline—it was cultural shorthand for trust, quality, and American ingenuity.
But over time, that legacy became limiting.
The brand was over-indexed on lifestyle products and household recognition—strong with homeowners, but soft with business buyers. The consumer-first perception was eroding margins. The company needed to reposition itself for growth. That meant pivoting into business-to-business markets where Westinghouse could stand for something new—one of the premier licensing corporations in the United States—without losing what made it valuable in the first place.
Solution.
A brand backbone.
Brand equity wasn’t the issue—direction was. Buyers still trusted Westinghouse. They just didn’t associate it with their business problems.
So we started with what the brand already owned: trust, reliability, and wide name recognition. Then we rebuilt around that foundation with a B2B buyer in mind. Everything got re-evaluated: brand guidelines, market values, value propositions. visual tone. Packaging. Templates and every tool sales might need to carry the story forward.
We developed fresh content that unified existing licensees while attracting a new kind of buyer—someone not looking for a product on a shelf, but a partner in innovation.
To test the new message, we launched a focused push at the National Hardware Show. No mass media. No list buys. Just targeted outreach through LinkedIn Sales Navigator and the show’s portal with a single intent—to secure qualified appointments among exhibitors who were interested in licensing their products.
Results.
An iconic comeback.
The feedback was instant and enthusiastic. Internal teams called the new positioning “energizing.” Our marketing contact told us it felt like we’d “reinvigorated the brand with new life and energy.”
But better than praise? Progress.
A total of 35 pre-show appointments were secured due to our efforts. What’s more, two new licensees signed on, one in commercial/industrial garbage disposal systems and one in a cutting-edge IoT platform for OEM manufacturers.
Both represent significant recurring revenue and access to high-growth verticals that had been completely untouched before this effort.
Brand equity is useless if it’s pointed at the wrong audience. Westinghouse didn’t need a reinvention. It needed realignment. We took what the market already believed about the brand and turned it into B2B buying behavior. Because marketing shouldn’t just win hearts. It should open doors.
35
pre-show appointments
