Emery-Waterhouse is a 170-year old regional independent hardware distributor in an industry that has seen massive consolidation. After conducting a comprehensive positioning study to identify Emery’s strategic — and sustainable — competitive advantage, Clement Creative and Huard Marketing introduced the new brand identity and tag line to employees, partners and the marketplace of independent hardware retailers.

The tag line, “On the level. Every day,” speaks the language of the retailer audience, which understands the term “service level” as a direct measure of shipment accuracy and completeness, a key area in which Emery’s track record leads the industry. It also pays homage to the company’s well-earned reputation for integrity and follow-through, two more key building blocks of the overall positioning.

Using photography from the brochure the team created to bring Emery’s strategic advantages to life, this ad campaign highlights the benefits of the company’s:

1) industry-leading fill rates/service level
2) customer service edge as a function of its size
3) product variety and service programs