Leadership Through Dialogue.
How do you elevate a brand in a functional category?
Through extensive retail visits; observing shopper behavior, customer intercepts and in-store sales staff interviews, three things became clear.
- Most customer purchases are based on necessity, coming into stores saying “I need a PFD” vs a brand name purchase.
- The packaging and retail presence reflected this attitude with a functional and technical engineering approach, which gave no differentiation between brands, and created a challenge to decipher between crucial product uses and attributes.
- The superior quality and design of Mustang Survival’s gear was not apparent.