Cleaning & Restoration Breaking News

Electrolux LLC Launches New Name, Strategy

Berkeley, Calif. (Business Wire) -- Electrolux LLC has launched a new name, identity, and brand voice system, all created by Addis, a brand strategy and design firm.

Dallas-based Electrolux will now be known as Aerus and will extend the look and feel Addis created to all expressions of its brand, from advertising to storefront signage, over the next several years. Addis also helped Aerus develop a business strategy for expanding into catalog, retail, and online sales.

according to a press release, Aerus asked Addis to create a new name, positioning, branding architecture, and identity that would help it grow after it sold the North American rights to its 77-year-old name in 1998 to the Swedish firm The Electrolux Group. The two companies are not affiliated. Addis' research found that consumers enjoy the feelings of accomplishment and balance that result from cleaning. Addis "positioned Aerus as the 'healthy living brand,' a company whose products foster a sound mind, body, and environment by giving consumers a sense of renewal and fulfillment when they clean their homes," according to Addis.

Did you enjoy this article? Click here to subscribe to i Cleaning Specialist Magazine.

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

The 2014 Experience Conference and Exhibition

A look in photos at the 2014 Experience Conference and Exhibition, which was held from April 24-26 at the Embassy Suites Convention Center and Spa in Frisco, Texas.

Podcasts

Beginning April 21, Google will start judging websites based on their mobile friendliness. What exactly does this mean to you cleaning website? Find out in the latest edition of The Hitman Advertising Show, which will also cover tips and suggestions on getting mobile compliant.
More Podcasts

ICS Cleaning Specialist Magazine

CoverImage

2015 April

The April ICS issue features content on concrete polishing, green cleaning, air duct cleaning, injection sprayers and new products.

Table Of Contents Subscribe

Janitorial Work

In addition to residential and commercial carpet cleaning, do you do any janitorial work on the side?
View Results Poll Archive

THE ICS STORE

FinalCover.gif
The Carpet Cleaner's Book of Unlimited Success! (ebook)

Don’t worry about the recession or about your competition.  Now you can be the owner of over 400 ways for carpet cleaning professionals to make more money and get more jobs!

More Products

ICS DIRECTORY AND BUYING GUIDE

Director_Buyer.jpgThe premier resource and reference guide for the cleaning and restoration industries.

Click here to view

STAY CONNECTED

facebook_40.png twitter_40px.png youtube_40px.png

TRUCKMOUNT EQUIPMENT AND ACCESSORIES GUIDE

Truckmount.jpgEquipment listings and specifications from the leading industry manufacturers.

Click here to view