Big Ass Fans – not a dead donkey
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Manufacturing News, Source : The Manufacturer US
Published : 19 May 2006 3:16
Manufacturers who want to define their brand identity must read this. Big Ass Fans can teach you something.
Ever in pursuit of best practice stories, The Manufacturer regularly reports on manufacturers’ lean initiatives and product innovations, but marketing rarely gets a mention, perhaps because manufacturers are not very good at marketing themselves.
Every now and then, however, something comes along that is irresistibly off the wall; something that alters your perception of the world. It happened to us today when a poster arrived, unsolicited, from Big Ass Fans, promoting a new Website, www.bigassfans.com. Even if you are not a big ass fan already, you must appreciate what Big Ass Fans is doing here.
First, the name. It gets your attention doesn’t it? The company was founded in 1999 as the HVLS Fan Co., (HVLS for High Volume/Low Speed); not very sexy for a manufacturer of fans that can move as much air as a 20-ton HVAC unit while using the same amount of energy as a 60 watt light bulb. When customers started referring to them as “the company that makes those big ass fans,” the change of name followed naturally.
The Manufacturer has no idea how good Big Ass Fans’ products are, compared to anyone else’s, but we will certainly remember the name. This news item is not an endorsement of the product, but we unreservedly endorse the Big Ass marketing strategy, developed over seven months with marketing and branding design firm Elevation Creatives.
All we can say is that the Lexington, KY-based company reports growth from 15 employees in 2004 to almost 60 today, and is planning to move into a 150,000 square foot facility in the near future.
If you think you have a big ass product, tell us (and the world) about it.
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