“A strong brand should stand out to people who may never even need a pool,” Johnson asserts, underscoring the importance of memorable branding in creating a lasting impact. Lastly, the hidden components behind the Phoenix Pools brand are its strong supplier relationships. The company has developed long-term partnerships with key distributors, such as Bullfrog Spa, Pentair, Hayward and Pool Corporation. “Poolcorp has been with me since day one. They try their best and do a great job ensuring we have everything we need…They’re for sure our biggest supplier and a nationwide distributor, so we’ve actually incorporated them into our Basecamp and use that to process all of our orders,” Johnson states. Integration like this ensures that materials arrive 7 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 PHOENIX POOLS
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