Fortunately, the product was there. From build quality and techniques, through feature sets and performance, Sailfish Fishing Boats were really worth their cost. They delivered an experience that a higher brand position could easily support.
We executed a three-part plan:
Upgrade Branding Materials — From photography and video through website and collateral, we added classier, right-positioned copy and design. Consistency and quality were ensured with robust brand standards, all based upon well-researched and considered brand positioning. The catalog became a “magalog,” a magazine-catalog hybrid, that created a platform to focus on the crucial steps below.
Surface the Product Quality Story — A deep focus on points of differentiation and quality (SailTech Construction and a Variable Degree Hull that tackles all water conditions) provided rational affirmation that purchasers were getting a boat worth their time and money.
Highlight the Owner Experience — Owner experience surveys consistently showed their impressions of the brand surpassed non-owner impressions of the brand. We told owners’ stories in depth, with great production values that helped them resonate. They became powerful brand advocates, and general impressions followed.