Whole company approach adopted
New logo is the most visible change
Extensive research explored needs of customers

Delta Faucet Co. announced several new marketing initiatives at a press breakfast held during the Kitchen & Bath Industry Show, April 26-29, Orlando, Fla.

"We've adopted a 'whole company approach' during the past months that has helped identify and focus on the processes that will deliver against our brand positioning," said John Wills, president of Delta. "It starts with product development, and extends through manufacturing, sales, service and customer relationships - all of which bring our brands to life."

A new logo is the most visible change the company has made. The red and black color combination is about all that remains the same. The company dropped the single-handle faucet silhouette and replaced it with a symbol representing water drops.

Along with the new logo, Delta will also incorporate the phrase, "Beautifully Engineered," into more of its consumer print and broadcast advertising campaign, which begins this month.

"The ads relate the processes people undergo to satisfy their own desire for perfection, such as exercising and eating well, to Delta's own quality-driven manufacturing process," added Ray Kennedy, vice president of marketing.

To start the self-examination process rolling, Delta conducted extensive research to explore needs and develop the new brand portfolio, even down to "anthropological" research geared to identify emotional drivers for consumer segments.

"We now have deeper insight into who our customers are, and what we must do to make our brands appeal to them," Kennedy said.

In addition to helping create a new logo, the research also helped Delta reposition its three brands to more accurately reflect the needs of the end-user.

In related news, Delta also unveiled several new products and finishes:

The e-FlowT faucet is an electronic faucet designed for residential applications. The faucet's temperature control comes in six colors. While the faucet is shipped with a standard color, end-users can order a free replacement knob in the color of their choice.

The VictorianT Collection is a new line designed for classic bathroom décor. The suite of products includes faucets and a range of bath accessories.

The Venetian BronzeT finish features a muted brass finish, and is available for the new Victorian line. In addition, Delta expanded its BrillianceR Stainless finish to its WaterfallR and SignatureR pullout faucets.

The Monitor 1800 Series Jetted ShowerT System features several labor-saving installation procedures to help contractors install an "extra step up" no differently than they'd install a conventional shower.