Our founder, Rahul Raj, engaged as ecobee’s CMO and developed a challenger brand strategy that helped transform the company from a small B2B player to the #2 B2C smart thermostat brand, with +30% market share in less than 3 years.
He positioned ecobee as the smart thermostat for “Homes with More Than One Room,” helping consumers understand that the single point of temperature measurement from traditional thermostats translated into hot and cold spots throughout their home, in contrast to ecobee’s room sensors that helped deliver comfort in the rooms that you are in.
Rahul and his team launched an e-commerce store to deliver price transparency and led the push into retail securing listings with Apple, Best Buy, Home Depot and Amazon. They invested in customer advocacy securing a robust base of 5-star reviews, alongside Tier 1 press reviews, that propelled ecobee to the top of the consideration set.
As a result of Rahul’s Challenger Brand strategy and Go To Market plan, ecobee’s sales grew 15x, market share jumped from 0 to +30%, and they displaced Honeywell as the #2 smart thermostat brand in North America.