Branding Approach 

There are four primary aspects to the echelon approach:

1. Outside-In Consumer Targeting - Echelon and the surrounding messages provide the consumer with the features THEY want. This puts them in the center of the equation. They intuitively get the feeling of “they care about me” and are “talking to me in ways I care about paint.”
2. Scotchgard Brand - With 96% brand recognition, Scotchgard provides the value and credibility of a known and trusted brand. Echelon is immediately elevated and assures new customers of its quality.
3. Tight Brand Family - Unlike other brands that have multiple sub-brand entities, H&K Paint products center around one singular brand name called Echelon which provides tangible features and gives consumers something very specific to appreciate. Advantages of a tight brand family include:
   1. Simplified brand communication at retail and increased shopability.
   2. Strong brand “billboarding” is achievable with a central brand name and parallel packaging designs among all products so consumers can make sound value and product judgements.
   3. Packaging uses specific features/benefits to distinguish the quality differences.
4. Simplified Color Merchandising - The Echelon color assortment has been designed to be intuitive with easy color selection. Unlike most color palettes that are designed to show a “rainbow” of colors - most of which are unattractive - the Echelon palette is a collection of hand-picked, usable colors.The color palette minimizes choice to a manageable number (400) that are characterized as essential and sophisticated and will appeal to the female shopper.