Case Study: Brinno achieves segment-specific product positioning with Piedmont Avenue Consulting

Brinno launches across 3 markets with Piedmont Avenue

Piedmont Avenue Consulting partnered with Brinno, a company making versatile time-lapse cameras, to tackle a key launch challenge. Brinno's product appealed to three distinct markets—construction, security, and creative professionals—but the risk was that generic, one-size-fits-all messaging would fail to resonate with any of them, jeopardizing the product's launch.

The solution from Piedmont Avenue Consulting was to develop clear, segment-specific positioning and a corresponding go-to-market strategy. They created three focused marketing stories for the single product, each tailored to the language and motivations of its target audience, and aligned these stories with the specific channels each segment uses for discovery. This strategic segmentation provided Brinno with a durable launch foundation, leading to clear positioning that drives reviews, search visibility, and word-of-mouth within each distinct buyer community.

Brinno