Consumers Like Brands That Are Family-Owned

Conveys honesty

In the large and largely anonymous world of home cleaning products, it would probably come as a surprise to most consumers that the Bissell brand is a family-owned company that’s been run by Bissells for 137 years. And while the Bissells are obviously proud of their vacuums, they never saw family ownership as a marketing tool—until now. The company’s new ad campaign stars Cathy Bissell, wife of CEO Mark Bissell, and two of the family dogs.