Ply Gem Rebrand

Background

When I joined Cornerstone Building Brands, Ply Gem Canada was a neglected brand with minimal marketing and strategic support, operating at break-even. Awareness, consideration, and reputation were significantly low.

Strategy

Under new senior leadership, we reengineered the business unit and meticulously crafted strategic plans for Ply Gem's future. We introduced formal marketing communication plans, a new value proposition, ideal customer profiles, and a Voice of the Customer program designed to steer us toward success.

Implementation

We successfully revitalized the Ply Gem brand to appeal to builders and architects, positioning it as synonymous with quality, design, and service. We executed full communication channel planning, including digital and social channels, and redeveloped the website and sales materials to support the new positioning.

The newly developed value proposition, crafted through extensive market research and customer feedback, helped guide service, product development, sales, operations and marketing communications.

The implementation of Ideal Customer Profiles, carefully crafted based on factors such as customer lifetime value and potential for growth, and the Voice of the Customer programs helped ensure we remained close to our customers during the rebuild and targeted our efforts to the most impactful, profitable customers.

Results

Ply Gem became a North American case study for Cornerstone Building Brands. The brand moved from sixth to second place in market share, contributing to a 165% revenue growth and an 840 basis point increase in EBITDA for the company.