TURNING AN UNKNOWN

BRAND

INTO A HOUSEHOLD NAME

Capability: Market Communications

Tools:Thought Leadership AdvertisingPR

Business Objective

  • Create market leadership position
  • Increase sales

Strategy

  • Position the brand as the expert in the health and exercise equipment industry
  • Leverage research to demonstrate product superiority
  • Utilize third party endorsements to build brand credibility
  • Establish a quasi-independent endorser to disseminate product information
  • Create a series of direct response television ads as the vehicle for endorsement, and product superiority content

Results

  • Increased revenue from $90MM to $550MM over four years
  • Increased brand awareness from unknown to the #7 most recognized in the U.S.
  • Company stock increased 18x throughout 48 months

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