After decades of double-digit share gains, Mitsubishi Electric had reached a point of slowing growth. Our purpose was to redefine the category to their advantage.
People don't buy technology, they buy comfort. Having total control over the temperature in each area of the home would connect with consumers' desire for personalization in every facet of their lives-including their "comfort zones."
Brunner helped Mitsubishi Electric redefine the category by changing the conversation from "ducted" and "ductless" to Shades of Comfort.