The power of positioning:turning a caR dealership from a channel into a brand

challenge

If visions of lot lizards and plaid pants dance in your head when you think of the typical car dealership, you're not alone.  But in 1987, Park Place – winner of the Malcolm Baldrige Award for Performance Excellence - shifted, changing the game in the second largest luxury car market in the U.S.  They believed buyers of the world's finest cars - Mercedes-Benz, Lexus, Maserati, Porsche, Bentley, Rolls-Royce and more - should be treated to a world-class ownership experience, delivering their clients service and amenities on par with a five-star hotel.  The challenge?  Convincing generations of justified cynics that the Park Place brand was as important in their purchase consideration as the brand on the hood ornament…read more

 

from 10-pound pickle jars
to premium quality:

challenge

No longer solely the domain of super-sized packs of TP and competitive prices on new sets of tires, Sam’s Club was now home to premium items like Jenn-Air grills, Judith Ripka jewelry, restaurant-quality steaks, seafood and produce.  But while the warehouse giant had moved on, consumer perceptions had some catching up to do…read more


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Not child's play:
repositioning a children's urban health care system to suburban parents

challenge

Community hospitals are convenient.  But when it comes to kids, parents don’t realize many do not have the training, experience and equipment to provide the care they need.  Our client Children’s Medical Center, located in urban Dallas, is the 5th largest children’s hospital in the U.S., and a highly prestigious institution among its peers.  Yet its challenging location meant it was inconvenient, unapproachable or simply not top of mind for thousands of suburban-dwelling moms and dads with insurance…read more