Case Study: Gantrail Repositions from Commodity to High-Value Brand with Earl & Thompson Marketing

Gantrail - Customer Case Study

Gantrail worked with Earl & Thompson Marketing to reposition its brand strategy from a commodity-style offering to a higher-value proposition. The challenge was to better communicate Gantrail’s consultative, technical expertise and added-value approach to a global audience, rather than relying on a price-led message.

Earl & Thompson Marketing carried out market research, brand and proposition analysis, and developed a brand repositioning and engagement strategy supported by a communications campaign. This included redeveloping the corporate website, creating sales event activities, producing new marketing collateral, and improving internal communications; as a result, Gantrail’s brand and marketing strategy were aligned across the business, strengthening two-way communications and delivering a clearer market message to customers, suppliers, and distributors.

Gantrail