American Standard unveils 'New Standards for Living'

American Standard Heating & Air Conditioning's new brand positioning strategy and themeline will emphasize its leadership role in manufacturing products that work better by design. The company announced the new positioning strategy at its annual distributor meeting, which was held recently at

Key executives from the residential systems business joined more than 77 American Standard distributors from across the country to review the new brand strategy, as well as to survey significant new product and support initiatives for 2002.

In a positioning strategy that will become apparent in new television and print ads, the new positioning takes advantage of American Standard's lengthy history in home comfort and provides a common message to the consumer about the brand.

Together, American Standard Heating & Air Conditioning and American Standard Plumbing will share the new themeline, "New Standards For Living."

"We are excited about the direction for the brand and the potential for synergy between HVAC and our plumbing products group," says Paul Trotter, national sales manager for American Standard Heating & AirConditioning. "Not only will consumers and dealers see a much larger American Standard media presence, we will be delivering the most powerful product performance message we have ever delivered. In addition to our new brand positioning and advertising, we look forward to the many new sales and support programs, along with the new products and technologies that our distributors will be able to merchandise to their dealers in 2002."