Problem
- Leader brands increasingly losing share to emerging competitors. A division of the storied Federal Signal corporation owned the three heavyweight products of vacuum technology and municipal/industrial cleaning. Even with superior products, services, and warranties, the competition was making an impact. After years of success, the FS brands had become stale. They had to change their narrative to drive growth.
Solution
- Repositioning to amplify untouchable strengths and drive sales. Through intensive product education, discovery, customer interviews and competitive analysis, our Brand DNA process led to the rebranding of all three FS brands. We then developed all new trade show and trade advertising programs for each brand and set them on a course for growth in their increasingly competitive sectors.
Impact
- 2 straight years share maintenance, stopped share erosion
- Re-energized salesforce effectiveness behind stronger, bolder brand propositions
