Shifting from product feature focus to customer benefit and brand purpose positioning

Challenge

As part of a spin-off from a prominent engine manufacturer, Fleetguard faced a challenge of thriving globally as an independent entity. Filtration suppliers using the same language and product focus left customers without a clear choice. Fleetguard needed a strategy that moved beyond products and specs to focus on their customers — fleet managers and operators who must extend service intervals — with positioning that resonated across regions and industries.

Solution

From images and messaging to campaigns and strategy, the team developed every detail — collectively drawing from interviews, research and media studies, competitive assessments, content audits and culture checks to ensure success.

We developed a brand platform built around a core promise: the certainty of Filtration Science. This shift highlighted the real-world rigorous testing and validation used to ensure the best performance under every condition, giving the Fleetguard brand a competitive edge and making it easier for their global teams to communicate the brand’s value.