To review and reposition the existing Gantrail brand strategy from a commodity to high-value offering. To ensure it communicated the consultative and technical elements of the Gantrail offer on a global platform rather than a commodity based proposition. To demonstrate through the brand the businesses high-level of expertise and added-value approach inherent with its personality.
Based on thorough market research and market understanding, we carried out a brand and proposition analysis. From this, we developed a brand repositioning and engagement strategy, supported by a communications campaign. To bring the brand to life and achieve success, the campaign included redeveloping the corporate website to play a central role in the communications strategy, delivering sale event activities to engage customers and distributors, generating new marketing collateral and creating new ways of communicating within the business.
The Gantrail brand has not only been repositioned, the campaign has grown to ensure the businesses marketing and brand strategy align across its operations, from specification and distribution to sales, delivering 2-way communications within the business and a strong market message for customers, suppliers and distributors to value.