Bedding vendor Comfort Solutions is coming to Las Vegas Furniture Market with a new brand position and identity.
The new brand platform, "Never Stop Dreaming," will serve as the inspiration and guiding force behind Willowbrook, Ill.-based Comfort Solutions' operation, organization, product development and public outreach in 2012 and beyond.
President and COO Dave Roberts said the statement "Never Stop Dreaming" holds multiple meanings: The brand position "reflects the philosophies we've embraced for more than a decade, but also represents a new ‘call to action' on several fronts that involves our licensees and employees, retail customers, consumers and the public-at-large."
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 bed designs, including Extended Life, will be represented. The company also will present at market a new King Koil line with fresh, modern designs to further leverage the global awareness of the name in collaboration with its international licensees.
Comfort Solutions' new brand direction, which will umbrella all of its Las Vegas introductions and activities, 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—one that unanimously supports this new direction and the concerted efforts needed not only to live it, but to live up to it," Roberts said. "Those efforts embody our firm commitment to meaningful sleep solutions that consumers actually need and want. That's been our mission for many years and the key driver behind our intensive market research and product development programs. Going forward, then, we'll continue to think and act expansively about sleep solutions that address real problems and satisfy real needs in the marketplace."
Roberts pointed to the Las Vegas debut of the new iMattress collection, as well as the recent introductions of its Extended Life and Sleep iD lines, as examples.
