TURNING AN UNKNOWN

BRAND

INTO A HOUSEHOLD NAME

Capability: Market Communications Market Strategy

Business Objective

  • Convert a very effective exercise product from a difficult to use product into a leader in the health and exercise equipment industry

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

Results

  • Increased revenue from $90MM to $550MM over four years
  • The Brand grew from an unknown to the #7 most recognized in the U.S.
  • The company stock increased 18x over the four year period

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