We had the opportunity to redefine the Allsteel Brand through a deeper appreciation of our ecosystem of stakeholders and developing a new brand platform. The Bounteous team conducted research with our clients, dealers, and influencers to help us understand the purchase drivers, how our brand could provide a better experience and where we have the right to win. The results have been powerful driving clarity for our members and dealers, a focus on the right investments and improved brand confidence.

Jennifer Petersen

Vice President, Brand, Digital and Product Marketing