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Werner is the world leader in the manufacturing and distribution of ladders, climbing and fall protection gear.

Business Challenge
  • WernerCo was seeking to define a brand strategy and relaunch plan for its largest brand in its portfolio, so it would be more strongly differentiated and poised for growth.
  • Additionally, to continue to build upon Werner’s history of innovation, AspireUp was commissioned to generate a pipeline of new products based on the needs of their target market.
  • Leveraging several waves of thorough online qualitative, in person ethnography research, and extensive quantitative research, Werner’s key points of differentiation were identified, serving as the basis of a new brand strategy.
  • AspireUp developed a full brand strategy for Werner, including identification of a target market, positioning statement, brand hierarchy of benefits, and areas of unmet customer needs for innovation work.
  • Armed with customer insights, AspireUp developed, tested, and shaped a portfolio of innovative new product concepts that will both generate incremental revenue and serve to support the new brand strategy.

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