Breathing new life into a brand:
How CerroZone became CereneAir
When Berkshire Hathaway’s CerroZone first entered the indoor air purification market, the company had a breakthrough product. Backed by FDA clearance, their system eliminated 99.99% of airborne pathogens. The technology was solid. The results were undeniably proven. But there was a challenge: the brand didn’t connect with people in the way it needed to.
Pictured above: Previous brand name and logo.
The name CerroZone sounded technical and clinical. It fit in a lab, but not in a school, hospital, or hotel. Potential customers struggled to see the human benefit behind the technology. And in a crowded category where many competitors made similar-sounding claims, CerroZone risked blending in instead of standing out.
That’s when the decision was made to reimagine the brand from the ground up.
Laying the strategic foundation
The rebrand began with research and strategy. We partnered with EMM Group to lead the up-front marketing and brand positioning research, surfacing insights about customer needs, competitive pressures, and market opportunities. Their work provided the strategic backbone for the transformation.
From those insights, a clear picture emerged: People weren’t just buying pathogen-killing technology.
