Through intense market research and consumer surveys, we uncovered true customer sentiment and what was really important to their customers. This insight led us to adopt a new brand stance, develop a new mission and value proposition aligned to true customer desires. Altering core messages, and brand style, we developed new brand guidelines and repositioned Cobra Sport, quickly building their reputation as a premium brand. We were able to breathe life in to the stale brand, driving salience and significantly improving consideration and preference in the customer decision process.
To distinguish from very similar competitors in the market, we adopted a life-style approach, focusing on the emotional attachment of car enthusiasts with their vehicles and reflecting the positive emotions experienced when customers have their vehicles upgraded with a Cobra Sport exhaust. For product photography we emphasised the industrial nature of the product, also reflecting the company’s Sheffield heritage – the birthplace of stainless steel.