Insight
In recent years, sleep tracking apps and smart watches have encouraged people to look afresh at the benefits and patterns of their resting hours. In China, there’s been particular interest in the link between sleep quality and productivity, especially among affluent consumers. These trends inspired leading bedding manufacturer DeRucci to commission Brash to help modernise and streamline its brand and reputation.
Idea
We recommended repositioning DeRucci’s bedding products as a “sleep system,” highlighting their technological innovation and elevating the brand from a product offering to a lifestyle and health choice. In addition to crafting a sophisticated brand expression for DeRucci and its core products, we strategically developed a portfolio of sub-brands designed to meet varying consumer needs based on value rather than price. This approach allowed us to appeal to a broader range of markets while maintaining the brand’s premium positioning.
Impact
Following our repositioning, DeRucci’s domestic sales grew by 24% annually. With a confident brand strategy and a clear, cohesive brand architecture in place, the company was able to accelerate its international expansion plans, with the ultimate goal of becoming a $10 billion global leader in the market.
