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+ View the work in our creative gallery Connect the $28B brand and the 8,000 independent servicing dealers that sell it in the United States to the rational and aspirational needs of consumers—“the pride and satisfaction of a job well done, and done well.” Leverage brand attributes within the context of the economy and consumer attitudes to maintain a premium positioning based on value, high-performance, and quality. Extend the awareness and equity beyond the flagship chainsaw products to encompass the entire breadth of offerings. Strategy Elevate and evolve the advertising from location education (where the brand is not sold) and focus on the critical brand attributes of product superiority, a unique distribution model (not available in big box stores) and meeting the expectations of demanding customers to create a superior ownership experience. Idea STIHL, the power to do more. Results STIHL has delivered 19 consecutive years of record growth even as the overall category has declined. In fact, STIHL has achieved positive growth in sales and market share to become the number one brand in their category while their nearest competitor has lost 23% market share. |
