Cathy Grayson-Roper, VP of Marketing
from Miele USA and Mexico shared why Miele is centering its U.S. campaign around the kitchen, how to champion upper-funnel awareness in a performance-driven world, and how to translate a global brand
into local markets.
Miele’s new U.S. campaign, Rumored for a Reason, spotlights only a few products out
of a massive portfolio. How did you determine which appliances deserved to be at the center of this launch?
The “Rumored for a Reason”
campaign sets the tone for where the Miele brand is headed in the U.S. and our core objective to “Win the Kitchen.” By positioning the kitchen suite as our brand anchor, we are seeking to
introduce Miele to a broader US market. While Miele appliances touch many living spaces within a house, the kitchen is ultimately the heart of the home. Our new campaign spotlights the brand’s
newest launches, MasterCool refrigeration and the 36” Induction Range, which are both readily featured throughout the campaign, along with our Premium Dishwasher featuring AutoDos.
advertisement
advertisement
What advice do you have for marketers trying to maintain a consistent global brand identity while still adapting
their storytelling to local cultural nuances?
At Miele, I am fortunate to build upon a rich heritage of a 125-year-old brand that is known for
German quality, engineering and European design aesthetic. My challenge, like many global marketers, is to make the brand relevant to our local North American consumer. Every brand should have a clear
and concise brand identity that anchors the way the brand is communicated globally. The key is knowing your local target audience and their current understanding or connection with the brand –
through research and market testing – to better position the brand in a way that’s relevant locally, all while staying true to the brand’s core tenets.
Miele’s Instagram features recipes from Michelin-starred chefs via the Miele app. How are you thinking about UGC or
influencer amplification around this content to deepen engagement?
We recognize that chefs, both professional and those at home, are passionate about
Miele. Our goal is to leverage the user experience, credibility and recognition of our customers – whether that be chefs, designers or consumers – in a way that is relatable because it is
being shown through the eyes of the end user. Because these users are so passionate about their experience with the products, we want to be able to share this authentic engagement that boosts
awareness, credibility and trust, ultimately translating into new Miele enthusiasts and customers.
In such a performance-obsessed marketing environment, how can teams make the case that upper-funnel awareness is still essential for long-term brand equity?
Upper-funnel awareness fuels future customer demand. Performance tactics convert existing interest, but without a broader sense of awareness, that pool diminishes
quickly. Therefore, strong brand presence builds trust and emotional connection – driving long-term equity and loyalty. While performance wins today, awareness wins tomorrow.
For first-time Miele buyers, is there one product you think best represents the brand?
While all of our products embody our brand’s “Immer Besser” or “Forever Better promise, the Induction Range sits at the center of the kitchen and
boasts a sleek, timeless design, while featuring Miele’s extensive cooking capabilities. The Induction Range allows users to cook with the ultimate precision, with perfect results each and every
time. Miele ranges represent the brand’s commitment to craftsmanship, as each product is assembled by one individual at the factory. This appliance, like our entire product portfolio, is
rigorously tested to last up to 20 years, making this a smart investment for any home.
If you’re interested in submitting content for future editions, please reach
out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.