The Maytag Repairman is one of the most recognized brand icons in the country, so when Whirlpool Corp. acquired Maytag in 2006 for $2.6 billion, it set out to revitalize a brand with a 100-year heritage.
Whirlpool brought on Carmichael Lynch Spong to assist the company's efforts to bring the Repairman back to the forefront.
Strategy
The idea was to find a balance between the brand recognition the Repairman brings and the forward-thinking company Whirlpool wanted to be. "Marketing leadership [determined] that ...