Effective Brand Positioning: How to Rise Above the Swirl of Competition

Without a full-spectrum, strategic approach to marketing, brands can easily be left flailing as they react with one tactic after another to avoid sinking in the sea of competition. Sadly, this is how many marketers fall short. Here we share examples of LUMIS' proactive strategic approach with clients to systematically position brands and create solutions — ensuring they find and ride their own wave of success, rather than being swept away in the swirl of competition.
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LUMIS is engaged to help position and differentiate two brands that, though already well-established and respected, were facing an ever-cluttered sea of competition. For Sunstar (Japan) and BRAKING (Italy) — the dedicated powersports and motorcycle brands of Sunstar SA (Switzerland) and Sunstar Engineering Americas (SEA) — LUMIS developed a full-spectrum strategy to accentuate each brands' significant industry leadership and clear competitive advantage.

Starting with consumer insight, a clear and differentiated brand position and message was articulated. A carefully crafted and targeted contact strategy was initiated. LUMIS shined a spotlight on each brand's distinctively powerful and unique advantages over its competitors by:`

• Constructing a new unified user-friendly e-commerce website and Product Finder to engage consumers, promote products, drive retail traffic and increase sales through online managed and measured conversion. 

• Promoting and directing social media conversation with Facebook, Twitter, Instagram and YouTube.​ 
• Publishing well-written and meaningful weekly blog posts dedicated to helping motorcyclists easily understand the science, performance, maintenance, safety and dynamics of braking and final drive systems.  

• Launching an integrated SEM, SEO, digital and print advertising campaign to increase brand awareness, engagement and sales.
• ​Creating compelling content videos, ad spots apart of a broad strategic creative campaign.

Click to view the full-size ad created by LUMIS.

Click to view the full-size ad created by LUMIS.

• Carrying out a media strategy including paid, earned, owned and shared media channels.
• Initiating  public  and media relations to promote earned media and consumer awareness. 
• Developing RideGear, a contemporary and fresh line of branded apparel and accessories to build brand enthusiasm,  support advocacy and encourage endorsement. ​

Consumer, media and expert responses highlight the positive results of this dynamic, full-spectrum marketing strategy:

 “…the new site looks good! The year, make, model filter is much better for finding hard parts given the size of the product line. Nice work!”  — Bryan Bosch, Publisher

“Thanks for making such a great product. One of the quickest & easiest upgrades I've ever made to my motorcycle!” — ​ Wes Fleming, Customer

“Outstanding example of advertising campaign creative using the psychological principals of closure to build brand position and memory.” — Deb Owens, Professor of Marketing and International Business
 
For additional program insight and examples: Contact LUMIS