The Challenge:
Position East® as the leader in aluminum trailers in a market environment approaching commoditization.
The Solution:
Developed a positioning statement and supporting advertising campaign that differentiates
East aluminum trailers from all other competitive brands.
The Result:
In fiscal year 2005-06, East sold more trailers than ever before in their history. Brand preference studies conducted
now confirm their market image is that of the market leader and preferred supplier.
