“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 25 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 PHOENIX POOLS
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