Schmoooth: From Invisible to Unavoidable

Most B2B brands do not have a product problem. They have a perception problem. In 2025, Schneider Electric's U.S. Industrial Automation division knew this better than anyone. Ranked #6 in brand consideration despite a world-class portfolio, the brand simply was not on enough shortlists. Decision-makers did not associate Schneider Electric with automation. Competitors did not fear them. The category had swallowed them whole.



The strategic choice was clear and uncomfortable: stop acting like everyone else.



We created Schmoooth, a Brand Response system built on the belief that emotional distinctiveness and commercial precision are not trade-offs in B2B. They are multipliers. Instead of leading with systems and specifications, we claimed a human benefit: smooth operations. Not the architecture. The feeling of everything working.



The identity broke every B2B convention deliberately. Bold Schneider green. Confident, non-technical language. A stretched word that became a visual and verbal device scalable from a 60-second brand film to a billboard planted outside a competitor's headquarters.



Strategically, the work operated on two levels at once. A single emotional platform elevated the brand's overall positioning while segment-specific messaging grounded it in the real operational challenges of Water and Environment, Energy and Chemicals, and Manufacturing buyers. The result was a modular system where every asset, at every funnel stage, reinforced the same idea.



Within nine months, unaided awareness had grown 50%, C-level awareness 178%, and 60% of the audience said they felt better about Schneider Electric after seeing the campaign. Consideration rose 12 points. First choice rose 12 points.



Schmoooth proved that in industrial B2B, the most strategic thing a brand can do is also the most human: stand for something that people actually feel.