Knapheide had spent generations earning a reputation for quality. To support its next chapter of national growth, we helped the company turn that reputation into something bigger: an ownable market position designed to make Knapheide synonymous with the work truck category.
Knapheide had a strong reputation, an established identity and a growing national footprint. But outside its traditional markets, customers were less familiar with Knapheide, and competitors had their own stories around quality, innovation and service. Competing feature-for-feature wasn't going to create the kind of distinction needed to lead nationally.
The opportunity was bigger: create a market position customers could recognize, remember and ultimately prefer.
Knapheide had spent generations earning a reputation for quality. To support its next chapter of national growth, we helped the company turn that reputation into something bigger: an ownable market position designed to make Knapheide synonymous with the work truck category.
Knapheide had a strong reputation, an established identity and a growing national footprint. But outside its traditional markets, customers were less familiar with Knapheide, and competitors had their own stories around quality, innovation and service. Competing feature-for-feature wasn't going to create the kind of distinction needed to lead nationally.
The opportunity was bigger: create a market position customers could recognize, remember and ultimately prefer.
Our initial research and a pilot campaign revealed something important: Knapheide already had strong awareness and associations with quality, American manufacturing and leadership. But no brand had successfully claimed ownership of the work truck category itself.
That insight changed the direction of the work. America's Work Truck™ became the organizing idea behind Knapheide's national go-to-market strategy, giving every discipline one shared objective: strengthen Knapheide's ownership of the category.
Research
Strategy
Branding
Experiential
Motion Media
Social Media
Marketing Automation
Paid Media
Analytics
Market and customer research
National positioning platform
Two-year go-to-market strategy
Brand identity and guidelines
National television and brand film
Paid media strategy
Website strategy
PR and social strategy
Influencer collaborations
Trade show and distributor activation
Photo and video library
Marketing automation
America's Work Truck gave Knapheide a scalable strategic platform that aligned marketing around one position and established a foundation for continued national growth. The platform continues to give Knapheide a consistent foundation for future campaigns, product launches and national expansion.
industry benchmark for Google Display
industry benchmark for Paid Search
connected TV completion rate
positive earned media following launch
