Even though each brand faced their own unique set of challenges, market conditions and budget constraints, the mission was the same – overcome
Call or email us to discuss your brand’s challenges and building your next success story. You’ll be in good company.
A Brand Awareness and Re-positioning Campaign.
Product/Service PC Hard Drives
Budget $6MM
Key Problem In a world full of low-interest, parity PC storage products, how do you raise awareness, preference and demand for WD hard drives?
Key Strategic Insight People are passionate about their data. They get emotional about losing it. (Just ask anyone who’s had their hard drive crash.)
Reliability is the single most important product attribute.
Resellers also demand reliability because there’s no profit in repairing or exchanging drives.
Creative Strategy (1) Re-position WD as the world’s most recommended hard drives and a brand that does everything humanly possible to ensure product reliability. The new positioning line,
“Put Your Life On It.” reinforced the reliability story.
(2) End-user messages were based on true stories of people trusting their data to WD drives.
(3) Reseller ads used humor as a platform to capture reseller attention and deliver speeds & feeds in a quick-read spec block.
Tactical Elements Corporate IT, end-user and reseller publications, online banner ads, collateral materials.
Target Audience CIOs, IT managers, engineers, computer resellers and end-users.
Results
- Brand awareness increased 21%
- Brand image and preference up 17%
- Stock priced doubled and split . . . twice
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in Lower Right of Ad for Enhanced Viewing.
A Brand Awareness and Positioning Campaign.
Product/Service Commercial Trucks (Classes 3 – 7)
Budget $4MM
Key Problem Isuzu Commercial Trucks suffered from low brand awareness and a negative stigma of being an import.
Key Strategic Insight Market research found commercial trucks are purely a rational purchase. Buyers demand four specific truck attributes:
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Creative Strategy (1) Promote and link Isuzu’s product attributes to
each of the four buying criteria, (2) Position the brand as the most reliable, and “One Less Thing to Worry About”.
Tactical Elements Integrated customer relationship marketing program (CRM), print ads in fleet books, horizontal small business and vertical trade pubs, outdoor and collateral materials.
Target Audience Fleet buyers, owners of small- and medium-sized business in a variety of vertical markets.
Results
- Brand awareness improved 23%
- Sales up 19%
- Isuzu reclaimed its #1 commercial truck import position
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Product Introduction and Demand Generation Campaign.
Product/Service Notebook Computers
Budget $15MM
Key Problem With a sea of new notebooks constantly being introduced, how do you get corporate IT’s attention and purchase orders?
Key Strategic Insight Corporate IT is bombarded with information. And, they’re forever conducting cost/benefit analyses prior to any major computer purchase; they’re in a time crunch.
Creative Strategy Straight talk. Provide the rational product information IT needs to make a decision. No fluff. No bull. Just authentic information
to demonstrate Toshiba notebooks’ design and performance superiority.
Tactical Elements IT, business and CMO pubs, online banner ads, collateral materials.
Target Audience Corporate CIOs and IT managers.
Results
- Large business share increased 6.4%
- The campaign successfully introduced new products
- The company consistently exceeded sales quotas for all campaign products
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A Brand Awareness and Positioning Campaign.
Product/Service Global Website Strategists
Budget $1.5MM
Key Problem During the era of dotcom explosive growth, a new brand with modest resources wanted to rise above the competitive noise to generate attention and establish itself as an expert in digital e-commerce solutions.
Key Strategic Insight Many companies were quick to jump on the e-commerce bandwagon, but they didn’t have the expertise to deal with the myriad of e-business issues.
Understanding the critical needs of companies entering new and uncharted e-commerce waters was at the heart of quidnunc’s promise.
Creative Strategy Develop a bold, intrusive campaign with huge
stopping power that hit hard with the high-emotions associated with developing new e-commerce solutions while promoting quidnunc as a proven solutions provider.
Tactical Elements High-powered print ads (spreads) using bold illustrations placed in key dotcom, e-commerce and business publications.
Target Audience The “C” suite – CEOs, CFOs, CIOs and CMOs.
Results
- Brand awareness jumped from zero to 23% among key e-commerce decision makers
- The company secured 12 new assignments valued at $6.5MM during the first six months of the campaign making the campaign cost self-liquidating
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A Brand Re-positioning Campaign.
Product/Service Semiconductors and Controllers
Budget $7MM
Key Problem Historically recognized as a prime contractor in the world of defense, Rockwell needed an image make-over to convince Wall Street, and the investment community at large, it remained a viable company worthy of continued investment.
Key Strategic Insight You’re known by the company you keep. In this case, one Rockwell division’s customers’ were major consumer brands with loads of positive brand equities – Chrysler, Eddie Bauer, FedEx, Nabisco even Broadway theatrical productions.
Creative Strategy Re-position Rockwell by leveraging one division’s association with major consumer brands thereby demonstrating the
brand’s viability and success in the consumer goods marketplace.
Tactical Elements Print advertising in key business books: Wall Street Journal, BusinessWeek, Forbes, Fortune, Investor’s Business Daily and their associated online properties.
Target Audience The “C” suite – CEOs, CFOs, CIOs, CMOs, Wall Street and the investment community at large.
Results
- Stock price declines reversed and gained seven points in the first nine months of the campaign
- The campaign successfully re-positioned the “new” Rockwell
- Other key customers requested campaign participation
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A Brand Awareness and Demand Generation Campaign.
Product/Service Diesel Engines (15hp – 549hp)
Budget $2MM
Key Problem Isuzu suffered from low brand awareness and perception as a second-rate player. Among customers, however, their reputation was stellar. The mission: getting the truth told loudly and clearly.
Key Strategic Insight Buyers of diesel engines are concerned with one thing – product reliability – because their livelihood and, sometimes their lives, literally depend on the product.
Creative Strategy (1) Develop an integrated campaign based on true customer stories depicting the products’ reliability in harsh, high-demand environments, (2) Take the high ground and position the brand as the most reliable and “One Less Thing to Worry About.”
Tactical Elements Integrated customer relationship marketing program (CRM), print ads in vertical trade and small business pubs, collateral materials, spec sheets and product brochures.
Target Audience Specifiers, purchasing personnel, engineers and owners of small- and medium-sized businesses in a variety of vertical markets.
Results
- Brand awareness up 30%
- Brand perception improved 37%
- Most importantly, the client attributed this campaign to cracking a major account they’d been trying to penetrate for the previous two years
