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Brand Strategy & Launch

Company/Brand
Microsoft, Intel  & ASUS (leading global manufacturer of computer products, communication equipment, consumer electronics)
Program
ASUS US Fashion PC Brand Launch
Opportunity
ASUS, although succesful in Europe and Asia, has little brand awareness in the U.S. and wishes to launch their compelling line of fashion laptops.
Plan
Determine if US market has a latent demand for Fashion PC offerings.
Benchmark best-in-class companies who have launched fashion technology products and garner learnings that are applicable.
Assess if ASUS can launch their brand in the US with a differentiating and compelling enough proposition to “break through”, and if so propose how.
Result
ASUS brand positioning  and go-to-market plan recommended and approved.
Successfully introduced ASUS’s fashion laptops at PROJECT and COTERIE ‘07.
Achieved prime media placement with over 50M media impressions: BET The 5ive, Los Angeles Times, WWD, Nylon and Wear Magazines.
Initiated potentially valuable relationships with media, fashion influentials, and high end fashion-conscious consumers.
Over 75 products sold online through post-event email blast to over 2,000 contacts at average ARPU of $3K.



companybrand


Microsoft, Intel  & ASUS



program


ASUS US Fashion PC Brand Launch



opportunity


ASUS, although succesful in Europe and Asia, has little brand awareness in the U.S. and wishes to launch their compelling line of fashion laptops.



plan


  • Determine if US market has a latent demand for Fashion PC offerings.
  • Benchmark best-in-class companies who have launched fashion technology products and garner learnings that are applicable.
  • Assess if ASUS can launch their brand in the US with a differentiating and compelling enough proposition to “break through”, and if so propose how.



results


  • ASUS brand positioning  and go-to-market plan recommended and approved.
  • Successfully introduced ASUS’s fashion laptops at PROJECT and COTERIE ‘07.
  • Achieved prime media placement with over 50M media impressions: BET The 5ive, Los Angeles Times, WWD, Nylon and Wear Magazines.
  • Initiated potentially valuable relationships with media, fashion influentials, and high end fashion-conscious consumers.
  • Over 75 products sold online through post-event email blast to over 2,000 contacts at average ARPU of $3K.