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‘Led by the process’: One flooring brand on upending category conventions
With 80% of customers unable to name an underlay brand, Interfloor has embarked on a brand building journey to turn those figures around.
It’s fair to say that when four in five customers can’t name a single brand within your category it’s a problem that needs addressing.
This was the scenario faced by Lynn Bamber when she became marketing director at underlay supplier Interfloor in 2022. As a self-described “low interest category”, Bamber knew immediately that the sector’s focus on product-led marketing needed to shift to a more “strategic, brand-led” future if it was going to turn those numbers around.
