To craft a true Challenger Brand strategy, we began with sizing up the incumbents and zeroing in on their vulnerabilities. Nest and Honeywell, while well designed and credible, only measured temperature in one spot, resulting in hot and cold spots. To beat them, we positioned ecobee as the smart thermostat for “Homes with More Than One Room” that delivered comfort in the rooms you were actually in. We completely transformed ecobee from a stale aesthetic and UI that only HVAC professionals could understand into one with a sophisticated design with a friendly interface. To accelerate sales, we went Direct-to-Consumer with e-commerce that offered price transparency, and secured retail listings with Apple, Best Buy, Home Depot and Amazon. We 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.