Speed Queen Relaunches Brand

By PlanetLaundry staff | May 20, 2011

As Speed Queen enters its second century in business, the company felt the time was right to refresh and revitalize the brand, helping reconnect with its customers.

The brand promise – “Every Day, Every Cycle, Speed Queen Performs” – captures the brand’s reputation for proven performance, according to the company. Speed Queen’s new marketing communications will emphasize the reliability, durability and ease of use of the brand’s products.

To further strengthen the Speed Queen brand in the marketplace, the company’s various segments – including vended, multi-housing, on-premises and home – have been united under a single brand identity. This identity includes a new look, feel and message platform focused on five key attributes: reliable, renowned, dedicated, knowledgeable and independent. With a unified look and consolidated messaging, Speed Queen will communicate a consistent value proposition, regardless of the industry sector.

The campaign to support the relaunch includes message and creative platforms, website, public relations program, sales collateral, online and print advertising, and distributor marketing tool kits.

“Our brand campaign is more than just new ads and a new website,” said William Bittner, Speed Queen Commercial’s North American sales manager. “It’s about conveying our knowledge of and dedication to the laundry industry. Speed Queen is not an appliance company. Laundry is all we do, and we do it better than anyone else. This brand relaunch will clearly define who we are today, where we see ourselves in the future and why we are the leader in commercial laundry.”

Speed Queen, a brand of Alliance Laundry Systems, is focused on the needs of the self-service laundry industry – with a strong distributor network, in-house financing through Speed Queen Financial Services, laundry design services and its Quantum Gold control system.

“This relaunch gives Speed Queen the opportunity to leverage valuable industry expertise gained from more than 100 years of focusing exclusively on laundry,” said Mike Schoeb, president and CEO of Alliance Laundry Systems. “This investment represents our commitment to supporting our flagship brand. We’re excited to see what we can accomplish in our second century of business.”