COMFORT SOLUTIONS® Explains New Brand Positioning, Strategies and Initiatives

Comfort Solutions’ new brand position and identity serves as the inspiration and guiding force behind the Top 10 producer’s operation, organization, product development and public outreach.

In announcing the new brand platform Never Stop Dreaming™, president and COO Dave Roberts said the statement holds multiple meanings for the industry’s largest licensing organization, founded in St. Paul, MN in 1898.

To be used as the universal message across all product and marketing initiatives, the new brand position “reflects the philosophies we’ve embraced for more than a decade,” Roberts said, “but also represents a new ‘call to action’ that involves our licensees and employees, retail customers, consumers and the public-at-large.

The new identity reveals as much about what the company has aspired to in recent years as it does about the directions it will pursue for the future.

The design and typography of Comfort Solutions’ name and logo has been simplified, streamlined and modernized. The Never Stop Dreaming message supports the corporate brand and is now an integral part of the total brand communication.

The longstanding, iconic King Koil® name will remain the cornerstone product brand under which all of the producer’s innerspring beds—including Extended Life™—will be represented. The company’s new King Koil line further leverages the global awareness of the name in collaboration with its international licensees.

Comfort Solutions’ new brand direction, which encompasses all of its Las Vegas introductions, carries primary meanings of unity, purpose and outreach for the organization.

“While we retain our licensing model, we’ve worked hard to unify and strengthen our organization as a single entity and team,” Roberts explained. “Going forward, we’ll continue to think and act expansively about sleep solutions that address real problems and satisfy real needs in the marketplace.”

Roberts pointed its new iMattress™ collection, as well as the recent introductions of its Extended Life and Sleep iD™ lines, as examples of the company’s ongoing focus on developing sleeping solutions.

“Those are products that, respectively, address the comfort and temperature concerns of Baby Boomers, provide for the sleep needs of millions of overweight Americans, and capture individual consumer physiologies and sleep preferences, ultimately aiding both the selling and decision process.”

According to Roberts, the company also has begun maximizing research affiliations with longstanding partners like the International Chiropractic Association (ICA) and is cultivating other learning opportunities with experts in a number of sleep sciences.

The Never Stop Dreaming branding also takes into account another long-held company tenet: Innovation with purpose.

In keeping with that philosophy, part of the company’s new brand face is a major outreach in 2012 to St. Jude Children’s Research Hospital, the world-renowned, Memphis-based non-profit facility dedicated to the treatment and care of children with pediatric cancers and other catastrophic diseases.

Founded by the late actor/entertainer Danny Thomas and opened in 1962, St. Jude Hospital was established on the premise that “no child should die in the dawn of life.”

Comfort Solutions will unveil a new initiative with the research hospital in keeping with a commitment to support “one of the worthiest causes that impacts children on a global basis,” said Roberts.

St. Jude Hospital has treated children across the United States and from more than 70 countries for nearly 50 years. Because of its work as a research hospital, the survival rate for the most common type of childhood cancer [acute lymphoblastic leukemia] has increased from four percent in 1962 to 94 percent today.

“Given the work they do, Roberts concluded, “we can think of few better ways to support and contribute to the dreams of families with critically ill children.”

The company also said it’s exploring with its research partners products that would factor in the recovery of critically ill patients through improved sleep.

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About Comfort Solutions: A global mattress producer and name, Comfort Solutions has 10 domestic and 30 international licensees. Each is committed to helping drive business for its retail customers through relevant and innovative brands and programs.