American Standard’s new global identity launch in Bangkok, Thailand headed by LIXIL Water Technology (LWT) APAC leaders (L-R) Toshie Takahashi, leader, brand & commercial marketing Vietnam; Emily Rose Besavilla, leader, marketing Philippines; Thongchai Phanuwongcharoen, leader, Indochina; Prasanna Uduwana, leader, Australia & New Zealand; FuSheng Koh, leader, Singapore; LIXIL Asia leader, communications & corporate responsibility Priyanka Tanwar; Liza Rachel Cancino, leader, digital, brand and channel marketing; LWT APAC leader Satoshi Konagai; LIXIL Global Design, Asia leader Antoine Besseyre des Horts; LIXIL Asia leader, retail and digital platform Villy Lee; Audrey Yeo, leader, Thailand; Santa Firmansjah, leader, Indonesia; Bobby Joseph, leader, India & Subcon; Darren Quek leader, commercial Malaysia; and LWT Asia leader, commercial excellence Sok Tng.
Design and technology have undergone numerous significant modifications over time to meet the prevailing needs of the day. Consumer requirements have evolved to prioritize these urgent issues as a result of current trends and recent noteworthy occurrences concerning public health, sanitation, and climate change.
This is evident in houses where contemporary bathrooms have evolved into secure areas that highlight touchless technology and sustainable features to offer sustainability and the highest level of safety and hygiene for the family.
American Standard has adjusted its brand rationale in order to meet these constantly shifting needs, as seen by the introduction of its new brand promise, "Life. Love. Home”
“LIXIL is excited to launch the new American Standard global brand identity to the enthusiastic response of consumers and the industry. In the Asia Pacific, the brand has built a trusted following for its bathroom and kitchen solutions that are innovative, dependable and comfortable to use. We are excited to deepen the American Standard brand empathy and closeness to consumers with the new brand claim of LIFE. LOVE. HOME that matches their aspirations and lifestyle to create homes that they will love every day,” said Satoshi Kanogai, Leader, LIXIL Water Technology APAC.
American Standard recently conducted a trade event in Bangkok, Thailand to celebrate the debut of its new global brand identity. The event brought together regional business executives to talk about the brand's new reasoning as well as the most recent trends and insightful ideas in the building sector.
The forums were a significant part of the event. The retail forum covered the state of the retail market today, consumer demographics, shifts in consumer spending patterns, and the consumer confidence index.
“Our retail partners across the Asia Pacific region joined us at our expert-led Retail Forum in Bangkok, Thailand, where they gained insights into the ever-evolving retail industry,” said Arthur Ian Macaspac, Retail Head LIXIL Philippines Inc. “An expert from NielsenIQ delved into the Consumer Outlook for 2023, and leaders from LIXIL Asia shared LIXIL's retail strategy and initiatives as well as best practices on data-driven sales.”
The Retail Forum featured keynote speakers Villy Lee, Leader, Retail & Digital Platforms, LIXIL Asia who talked about “LIXIL Strategy & Initiatives”; Ekaphol Phromphol, Director, Retailer Vertical Leader, Thailand Nielsen Asia in “Consumer Outlook 2023”; and Gary Yeo, Leader, Digital Solutions & Retail Processes LIXIL Asia who talked about “Best Practice: Data Driven Sales”.
There was also a design forum presented by American Standard Design Catalyst L!VE (ASDC L!VE), a well-received hybrid online and offline event that brought together Architecture and Design experts to share their knowledge, exchange opinions, and be a positive source of inspiration on various architecture and design topics, which included “Health, Wellness & Beyond”, “Circular & Sustainable Living”, and “Intelligent Spaces”.
A delegate and one of the guest speakers from the Philippines, Architect Cathy Saldana, President of PDP Architects, focused on the importance of people in design. During her segment on Circular and Sustainable Living, she shared, “No matter the glass, the concrete, the budgets, the purpose of design will always be people and at the end of the day this is what sustainability is about.”
The ceremony came to an end with the formal release of the new American Standard brand slogan, "LIFE.LOVE.HOME," along with brand images of the "American Standard Red," which connotes passion and love and so fosters a stronger emotional bond with customers. For a seamless multi-dimensional rejuvenation of the consumer experience, The American Standard Red audaciously integrates numerous online and physical consumer touchpoints with product packaging.
The first collection to launch under the new brand identification was the American Standard Loven Collection, which was also unveiled at the launch event. Any bathroom will have a polished and put-together appearance thanks to the Loven Collection's unified aesthetic. For urban residential buildings like condominiums, the collection's full-sized features in a small footprint are ideal.
American Standard is part of the LIXIL brand portfolio whose purpose is to make a better home a reality for everyone, everywhere.
To know more about American Standard, visit https://www.americanstandard.ph/ and follow American Standard on Facebook (@AmericanStandardPH) and Instagram (@americanstandard_ph).