Reviving Profitability

Building Enduring Brand Value

Amana had a problem… languishing sales of a superior product. Their request: 1) Find the problem, 2) Establish a solution, and 3) Solve the problem. Psycho-Aesthetics discovery of Mercator’s research revealed the weakness.

By creating solutions that raised the perceived value, Amana realized an increase of $20M in annualized profit – with a COG increase of only $0.30. RKS designed Amana’s full line of washers, dryers, and refrigerators, still selling a decade later under the Whirlpool badge.