Brand Delivery

Deliver the brand for a new product launch

Challenge:

To be a category leader, a company’s engineers and designers needed to understand expected customer benefits, to deliver the brand promise via the first new product in 25 years.

Actions:

  • Articulated the CEO’s product vision and boundary conditions.
  • Conducted brand seminars for 450 engineers and designers.
  • Helped obtain them a “seat at the table;” involved them in strategic positioning statement and advertising development.
  • Used a “brand in a box” for internal road shows.

Results:

  • Re-engineered power train, vehicle front-end for responsiveness and handling. Under the hood, fill and check points re-engineered for accessibility
  • 2000 dealers and customers participated in competitive ride and drive at launch even, with 4300 trucks sold at launch (43.3 percent over goal)
  • Continued to deliver a 20 point share increase for 2 months (60 percent in the industry).
  • Saved the company $7.9 million in planned launch event costs

© 2005 Gagen MacDonald LLC