Graybar: Private Label

The oldest and largest electronics distributor in North America, Graybar decided to take a stand on an emerging issue that was potentially detrimental to the manufacturers it represented: the private labeling of products by competing distributors. Graybar chose not to do it and asked Cohesion to help communicate why at a national tradeshow of distributors. […]


The oldest and largest electronics distributor in North America, Graybar decided to take a stand on an emerging issue that was potentially detrimental to the manufacturers it represented: the private labeling of products by competing distributors. Graybar chose not to do it and asked Cohesion to help communicate why at a national tradeshow of distributors. From a single trade ad, Graybar received nationwide press coverage — and what became known as the ‘No’ Campaign has been extended into a broader, ongoing thought-leadership campaign.

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