Best Brand Makeover

Best Brand Makeover

Pentair knows about reinvention. The Golden Valley–based company started as a manufacturer of research balloons; it later entered businesses including absorbent paper and power tools. Pentair has shed all those operations, and now focuses on manufacturing and marketing water filtration and equipment enclosures. A few years ago, the company saw that its 50-some brands, garnered largely via acquisitions, had diffused its presence both in its “developed” markets and high-growth regions (China, India, Brazil). As part of its ongoing rebranding, Pentair updated its logo, simplified its brands down to about a dozen, and rationalized its marketing materials so that customers and the public (in the words of Pentair VP Todd Gleason) “see the same Pentair everywhere.”