Case Study: Ferris creates a feel-good brand experience with Swanson Russell

Ferris launches a feel-good rebrand with Swanson Russell

Ferris, a manufacturer in the green industry, sought to create an authentic connection with its audience and stand out in a crowded marketplace where competitors embraced a "tough guy" persona. The vendor, Swanson Russell, was engaged to help with a comprehensive rebranding effort that included advertising, audience identity, positioning, and social media.

Swanson Russell implemented a solution that transformed the Ferris brand into a caregiving one, focusing on rider-focused benefits. This included launching an anthem video, creating a landscaper's "bill of rights" manifesto for dealerships, executing a targeted print campaign, and developing a robust digital and social media strategy. The campaign successfully repositioned Ferris by promising an elevated experience and demonstrating a renewed commitment to having the customer's back.

Ferris