Gumas Advertising Case Study

The Challenger Brand

As a growing player in the compact flash cards market, SanDisk was finding that its marketing efforts were being “out-muscled” by larger competitors. SanDisk felt that their brand was not properly positioned to take on their better-funded competitors. As a result, their marketing and messaging efforts were inconsistent, fragmented and not generating the response they wanted. Gumas was brought in to help reposition the brand and unite all marketing strategies using our Challenger Brand Marketing methodologies.

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.

Our Work

After a thorough analysis of all the data, Gumas launched the new SanDisk Challenger Brand marketing campaign. The new campaign prominently featured SanDisk’s now famous “red swoop”, allowing the company to unite all branding and messaging efforts under one consistent and iconic brand look and message. The simultaneous B2B and B2C brand launches included targeted traditional and non-traditional tactics such print, online, out of home, broadcast, packaging and trade show strategies, to name only a few. During the life of the campaign, Gumas assisted the publicly traded company increase its total revenue from approximately $450 million to over $2 billion. Sales results surpassed goals by 22.5%.

Explore our work for SanDisk

We invite you to click on the images below to see detailed examples of our work.

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