Competing in the commodity category of storage space, CubeSmart was looking to stand out with an emotional message for the brand that would connect with prospective customers, as well as their employees in the field. They came to Finch armed with multiple research studies that had useful data but contained no concrete recommendations on what to do next.
increase in stock price within 18 months of roll out
for the brand that defines what makes CubeSmart unique to both employees and consumers
across brand communications, signage, and service delivery
Our team reviewed all of the existing research and crafted a compelling positioning for the brand behind the idea of “More Heart” that mapped to why CubeSmart was superior on functional elements like service, security, and cleanliness. This idea came to life through the new tagline “It’s What’s Inside that Counts”.