The pontoon market was a sea of sameness. Too many brands, offering too little differentiation, and the same old carbon-copy three-quarter running shot, resulting in low awareness and almost no loyalty for any brand. This was proven out when we uncovered that the number one search term for pontoons prior to our work was “Sea Ray pontoons.” While Sea Ray had a strong brand recognition in boating, they didn’t in fact, make a pontoon. So our agency mission was to do for Godfrey pontoons what Harley did for motorcycles. To own an attitude that no other pontoon brand was owning. Our work positioned Godfrey as offering the ultimate in luxury, craftsmanship and performance while also being the perfect vessel for good, old-fashioned, unapologetic fun.
Our work for Godfrey started as an assignment from parent company Nautic Global Group (NGG) to help simplify their multiple pontoon brand portfolio. The idea of unifying multiple brands under a reinvigorated Godfrey moniker resulted in a clear message to consumers, more value for dealers, and the ability to build equity in a more efficient way.
Uniting NGG’s four pontoon brands under one name required a new look for the brand. We worked with NGG to develop a new logo for Godfrey Pontoon and an identity to surround it.
We developed a value proposition for Godfrey, and each of their pontoon models, to ensure consistent messaging across the new simplified brand portfolio.
To introduce this new brand to the market, and to transition away from the legacy brands appropriately, we developed a comprehensive rollout strategy. This plan would ensure understanding and support from employees, dealers and consumers.
We helped activate the new, reinvigorated brand by developing dealer catalogs and sales tools for Godfrey.
Equity Growth and Sale
Throughout our work with NGG, we were tasked with selling our ideas to their board of directors. This was crucial as the brand strategy preceded the ultimate sale of the company.
WHAT WE DID
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