Advertisting & Media, Brand Experience, Brand Identity & Design, Brand Strategy, Digital Marketing, Employee Engagement, Marketing Strategy, Website Design
Sharp Electronics was struggling. In the overly commoditized LED TV market, new competitors aggressively attacked the company’s leading share in the large-screen segment, and consumers increasingly perceived the brand as less premium than the competition, despite truly innovative technologies.
To reverse this trend, Starfish pivoted the brand’s positioning from a focus on hardware and features to a specialization in large screens and picture quality. We developed a new brand strategy that avoided overused industry jargon and instead focused on large-screen picture “purity.”
Working from the inside out, we created retail marketing guidelines that would ensure in-store associates understood how to position each model in Sharp’s lineup, and we expanded to large-scale advertising, innovative retail experiences, and a new website.
Sharp’s year-over-year results showed the marketing impact with LED panel sales increasing 2X and its distribution increasing 110%. Sharp continues to maintain large-screen leadership with both trade and consumer segments.