Case Study: Wausau strengthens its brand with Responsory

Wausau unifies 7 brands with Responsory to strengthen its market position

Wausau Equipment Company, a business specializing in municipal and airport snow removal equipment, faced a challenge with a disjointed brand image as it was marketing products under seven different brands. The company turned to vendor Responsory for assistance with brand strategy and new marketing tools to address this issue.

Responsory conducted a brand review and messaging workshop, recommending a shift from a "house of brands" to a "branded house" strategy. The solution involved uniting all products under the Wausau brand, developing a new streamlined logo, and creating a new messaging platform. This cohesive new brand system has poised Wausau to strengthen its market position.

Wausau