Adventures in Rebranding: Louisiana-Pacific
Until Lousiana-Pacific Corporation relocated their headquarters to Nashville in 2004, I had never heard of the company. Unless you work in construction, you may not have heard of them, either. Their raison d'etre is selling very industrial-sounding products to the building industry, so they probably care very little about becoming a household name, right?
Now picture this specialized business-to-business player dropping $30 million to "brand" itself by naming... a football stadium. The Tennessee Titans' Coliseum, no less. My first thought was: can't you find a more targeted way to reach builders with that kind of marketing budget? Aren't sports-related sponsorships better left to the big consumer goods companies?
Turns out this company does more than just sell to the industry, and they are determined to correct my perception--and that of the general consumer.
The sponsorship is part of a larger rebranding effort at Louisiana-Pacific (who now prefer to be called by a catchier name, LP). They are softening their sterile, industrial persona to appeal to you and me, the homebuying, home remodeling, Home-Depot-cruising choose-it-yourself public. Or at least they seem to be.
This will probably make a lot more sense to me after I hear it from the company's Marketing VP himself, at the Nashville AMA luncheon this week. More to come.