Flextec Brand Identity

Launch of a Premium Brand into a Rapidly Expanding Market

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Launching a premium brand into a rapidly expanding market like sport fishing was the challenge set for Pull Digital. Flextec already sponsored the Irish Professional Sport Fishing Team, had a suite of high-end products and a brand and domain name already emerging as a 'serious alternative to more expensive brands'. However, poor brand perception with a savvy, brand-sensitive audience was hampering the potential growth of this new player.

Thorough gap-analyses and usability/market evaluation we were able to produce a 2x2 matrix and expose an opportunity for the new brand position. The brand was to possess the following attributes:

"Flextec will not alienate the traditional market, but appeal to a younger more ‘freestyle’ generation of fishers. It must elevate itself above the ‘mud and tweed’ approach, by hinting at a bigger world of fishing; bright blue spaces, exotic locations 'a bigger world out there' approach. Sunny, cool, exuberant, yet still bestowing a certain level of 'cool' on the purchaser"

We spent time building key-messaging for the audience segments - defining three distinct profiles and tailoring three tiers of product quality and price point to suit their tastes. We developed every touch point of marketing activity and even extended the programme to include sponsorship branding and Facebook profiles for the Irish Professional Fishing Team.