Reenergizing a consumer technology giant's small business brand
The Situation
Epson America shifted the strategic focus of its Consumer Inkjet Printer (CIJ)
division from consumers to increasing usage and sales among small business
owners. Working under the umbrella of Epson’s global “Exceed Your Vision” brand
positioning, the CIJ division developed a new multifaceted strategic marketing
campaign centered on the idea of Performance. Epson tapped BrandCulture to
validate the positioning within its core target audience.
 
The Solution

BrandCulture conducted a national qualitative study among small business owners
and in-store sales staff to uncover the aspects of printer performance that mattered
most to the small and home business market. The BrandCulture team zeroed in
on a new positioning assertion that transcended features and functions to address
the root cause of happiness with Epson printers: that performance was often best
defined not by traditional industry-centric metrics or criteria of quality, but by the
absence of non-performance.