In a category that lacks meaningful differentiation but is full of complicated product features and nuance, how to you create an emotional and lasting brand story? Can you balance functional product elements with emotional relevance to connect and motivate on a deeper level? What is the brand truth that resonates with current customers and has the power to attract new prospects?
That’s what we set out to discover.
Chatting with the marketing and leadership teams uncovered a powerful insight — that Grand Design RVs are especially popular with second and third time buyers. The folks that have been through the best and the worst of RVing were choosing Grand Design. Oh, and they loved to talk about their choice around the campfire.
Enter the More of What Matters brand essence. A north star that celebrates both the rational features that you can only find in a Grand Design and the memories made wherever they’re parked.
A relevant, authentic and differentiating position that sets up Grand Design RV for continued and sustainable growth.
Through targeted print buys, a strategic digital campaign and of course, owned social channels, the updated brand visuals and voice paired existing assets with fresh headlines to elevate Grand Design and speak to the heart of their customer.
