Brand Prositioning
Groen:
Perception Wrought from Stainless Steel.
Although a well-known foodservice equipment brand, Groen’s existing marketing materials did not communicate the brand’s position of sophistication and product quality. To determine how best to position the brand in the mind of multiple audiences – from end users to consultants to sales reps – an in-depth evaluation of current perception and determination of the company’s aspirational position were necessary.
ACTION: GodwinGroup brand consultants held a two-day marathon BrandQuest™ positioning session with key leaders of the company. After much discussion, debate and analysis, a brand positioning strategy began to take shape. GodwinGroup took a few days to turn the strategy into a working plan with strategic parameters, and Groen was off and running.
REACTION: As a result of the brand positioning session, several discoveries were made that impacted many sales and marketing materials. The changes started with a new overall look and feel that focused on the brand’s attention to product benefits, as opposed to features.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
THE WORK
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