One of the biggest challenges a company faces is choosing a
name and a face for their brand. In some cases, a company ends up naming
themselves more than once after realizing their company isn’t resonating with
customers. That’s the case with Intelligent Service and their Einstein mascot that is
so recognizable today.
In-Depth Beginnings in the Plumbing Industry
Neal and Jason, the owners of Intelligent Service, had a
slightly different training experience than your average plumber. Unlike others
that apprentice with a regular certified plumber, Neal and Jason trained with a
Master Plumber who not only mastered the mechanical demands of the industry,
but also the physics behind how plumbing works. Their apprenticeship allowed
Neal and Jason to build new plumbing systems from the ground-up for new
construction projects, enabling them to develop an advanced skill set that goes
above and beyond the work that is required to complete residential service
Kerr Mechanical Corp. Opens for Business
In 2008, the guys took everything they learned and started a
residential business under the name Kerr Mechanical Corp. The name was inspired
by Bob Kerr, that master plumber who trained Neil and Jason. Since the 1970’s,
the Kerr name has been well-known in the commercial plumbing space.
Unfortunately, it isn’t so well-known in the residential space.
It didn’t take long to discover that the name wasn’t
resonating with residential homeowners. The word “mechanical” wasn’t something
that appealed to homeowners who want an intelligent, friendly plumber to fix
their plumbing problems. Instead, homeowners would make remarks about how
bright the crew seemed, and one homeowner even said, “you guys are like
It was time to build a residential service brand from the
ground-up, starting with the name and the mascot.
Intelligent Service and the Einstein Mascot is Born
Neil and Jason returned to those remarks and realized that
their knowledge of the plumbing industry is unmatched in the area. That’s where
the “Intelligent” in Intelligent Service comes in.
Once the name was created, it was time to think about a
mascot that would communicate the uniqueness of their service. Who represents
intellect, science, and an appreciation of the trades?
seems like an obvious answer, but it wasn’t until Jason read an article where
himself said, “If I could do it all again, I’d be a plumber” that the answer
was clear. Who better to represent the business than one of the smartest people
to live! And the Einstein
mascot was born.
Not only does our new brand instill a sense of confidence in
area homeowners, because it’s clear that we really know our stuff, it also
pushes us to evolve. Like Einstein
himself, we are always on a constant quest for knowledge and mastery in an
attempt to offer the best plumbing services to homeowners throughout the
Northwest area of Chicago.