Case Study: A.O. Smith builds a cohesive water heater brand line with Tungsten Branding

A.O. Smith makes Vertex one of its top performers with Tungsten Branding

The customer, A.O. Smith, a major water heater manufacturer, faced the challenge of a fragmented and incohesive product line. They engaged the vendor, Tungsten Branding, to develop a naming architecture for a new series of energy-efficient water heaters, seeking a unified brand strategy.

Tungsten Branding's solution was to create a family of product names using the "ex" suffix, building on their previous successful name, Vertex. This resulted in new product names like Voltex, Effex, and Cirrex. The strategy was highly successful; the Vertex model became one of A.O. Smith's top performers, and the entire "ex" series became a substantial bottom-line contributor to their portfolio, leading to further projects with Tungsten Branding.

A.O. Smith