Our Solution
Our goal was to develop a consistent and comprehensive brand identity for both their B2B and B2C markets so they could compete more effectively with their larger, better funded competitors.
Utilizing our proprietary Challenger Brand discovery process, we partnered with the SanDisk Marketing Group to identify any equity within the existing SanDisk communications that was relevant and compelling to key internal and external target audiences.
Simultaneously, Gumas was performing its market discovery process to uncover the true Challenger Brand position and message for SanDisk. We interviewed internal stakeholders down to the front line sales team. We interviewed customers and prospects, from the purchase influencers to the final decision makers. Our objective was to gather all relevant information on the purchasing decision process.
Sandisk needed to think and act like a Challenger Brand. They could not effectively compete against companies that were significantly outspending them by going head-to-head.
