WERNER LADDERS

MANIFESTO:

Getting down Christmas decorations in the garage. Changing a lightbulb. Cleaning a gutter. Putting up a tire swing in a tree. Cleaning the roof of your car. No one buys a ladder because they want one. They buy a ladder because they need one. Werner is for the DIY-ers The “I need something done but I’m not going to pay someone else to do it” -ers. They need a ladder that lasts. Werner works for your home. 

STRATEGY STATEMENT:

GET — middle class, suburban families

TO — rely on Werner ladders instead of Generic Brands

BY — showing them that if it's Trusted by trade professionals, it's safe for your home.