Mitsubishi Electric is globally recognised for delivering innovative, sustainable, and highly reliable technologies. Despite being pioneers in electric hand dryer technology, their products were marketed under the generic term “Jet Towel” – a name widely used across Europe by multiple manufacturers.
This lack of distinct brand ownership diluted Mitsubishi Electric’s market presence and allowed competitors to benefit indirectly from their marketing efforts. Compounding this, the company’s culturally rooted approach – defined by Japanese values of harmony, respect, modesty, and precision – meant they historically avoided overt marketing, limiting broader market visibility.
Meanwhile, competitors such as Dyson had successfully positioned their products as aspirational, design-led solutions, gaining stronger consumer recognition.
The project set out to address several strategic objectives:
• Develop a unique, ownable brand name for Mitsubishi Electric’s hand dryers
• Clearly communicate product benefits and technical superiority
• Reposition the range to compete more effectively with premium brands
• Create a more consumer-friendly (B2C) appeal to support reseller sales
A comprehensive research and discovery phase was conducted, including:
• In-depth product analysis to understand performance and innovation
• Market evaluation of the hand dryer category
• Competitive benchmarking against key players
• Workshops and discovery sessions with Mitsubishi Electric and its distributor network
• This process enabled a clear understanding of both product strengths and market
perceptions.
The research revealed a critical gap – while Mitsubishi Electric’s hand dryers consistently outperformed competitors in efficiency, reliability, and sustainability, they lacked aspirational appeal. They were viewed as functional and dependable – but not as design-led or desirable.
However, a breakthrough insight emerged from the product’s engineering – Mitsubishi Electric had developed and patented a unique airflow system that distributed air in a wave pattern, rather than a flat sheet. This innovation delivered:
• Faster drying times
• Greater energy efficiency
• Reduced operational noise
This proprietary technology became the foundation for repositioning the product.
The new brand “Wave” was created – an ownable, distinctive identity rooted directly in the product’s unique technology.
The rebranding successfully transformed Mitsubishi Electric’s hand dryer offering:
• Established a distinct, ownable brand identity in a previously generic category
• Shifted perception from purely functional to innovative and design-led
• Enabled stronger competition with premium brands like Dyson
• Equipped resellers with a more compelling, consumer-oriented proposition
• Highlighted proprietary technology as a clear point of differentiation
• Gave Mitsubishi Electric a new product brand name that could be rolled out across international markets
By aligning branding with a genuine product innovation, Mitsubishi Electric was able to bridge the gap between technical excellence and market perception. The“Wave” brand not only differentiated the product but also elevated its position within a competitive landscape – proving that even highly functional solutions can achieve aspirational appeal when supported by the right strategy and storytelling.
