The Jenn-Air brand was launched in the early 1960’s and was widely considered to be the original luxury appliance brand; but like many brands, went through a number of changes over the years. When Whirlpool acquired the brand in 2006 it was positioned as a mass-premium brand, like KitchenAid.
A decision was made to follow a bold strategy that repositioned Jenn-Air as a luxury appliance brand. Two years into this multi-year strategy and Jenn-Air is seeing positive results - proving that the right positioning can drive a luxury brand to thrive - despite negative economic conditions.
Join the Michiana Chapter of the American Marketing Association as it welcomes Brian Maynard, Director of Marketing and Corporate Director of Marketing Services for Jenn-Air. Maynard will discuss how Whirlpool reinvented the Jenn-Air brand as a luxury appliance brand.
Since joining Whirlpool Corporation in 1990, Brian Maynard has held a variety of senior
marketing and communications positions and taken on increasing responsibilities at
both the brand and corporate levels. He is currently Director of Marketing for Jenn-Air
and Corporate Director of Marketing Services.
Maynard previously served as Director of Marketing for KitchenAid during a period
of major growth and expansion for the brand. As Global Director of Corporate Social
Responsibility, he guided efforts to advance the positive reputation of Whirlpool
Corporation.
