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Comfort Solutions Launches New Brand Identity
January 16,
2012 by in UnCategorized 
By Home Furnishings Business in Bedding on January 17, 2012
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 teamone 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.
"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," he said.
He added that the company also has begun maximizing research affiliations with longstanding partners such as the International Chiropractic Association and is cultivating other learning opportunities with experts in a number of sleep sciences.
The branding initiative also addresses another company tenet: Innovation with purpose. In keeping with that philosophy, sweeping changes and enhancements in the construction, design and esthetics of virtually all of Comfort Solutions' branded collections, including a dramatic new visual identity for many of its products, will be introduced in the Las Vegas showroom WMC-A546.
Comfort Solutions' new brand face also includes a major outreach in 2012 to St. Jude Childrens Research Hospital, a 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.:
St. Jude Hospital has treated children across the United States and from more than 70 countries for nearly 50 years. The research hospital has helped increase the survival rate for the most common type of childhood cancer, acute lymphoblastic leukemia, from 4 percent in 1962 to 94 percent today.
"Given the work they do, we can think of few better ways to support and contribute to the dreams of families with critically ill children," Roberts said.
The company and its research partners also will explore products that would factor in the recovery of critically ill patients through improved sleep.