TAPPING INTO THE SUBCONSCIOUS
Using Implicit Association Testing (IAT), we were able to identify any psychological inherent biases with new name options among contractors and homeowners. Findings strengthened the decision to choose a name that retained the affordability, economic equity and longstanding heritage of the brand, while still moving away from inaccurate brand associations with “lumber” and “liquidation."
"Based on early feedback from customers, we believe the store rebranding will help make our stores more attractive and approachable. And, we’re excited about leveraging our physical store footprint to further reinforce our value proposition." — Charles Tyson, Chief Executive Officer, LL Flooring