Redefining a swedish car audio hero - Brand, strategy and product development
MORE PERSONALITY & CONTEXT
Our mission was to build a brand with values and content that inspires, and after that to create new product lines that the customers will desire.
New "bang for the buck" brands would always be a threat to GAS. To combat this we needed to boost customer loyalty by further building the brand. GAS needed to stand for a way of life. It needed to be expressive, over the top and hardcore, but also honest and passionate - not taking them selves to serious.
Who should "GAS" be as a brand? They should be the no bullshit brand, not the cheap componets brand. They should be the passionate brand, passion build our customers sound systems, not heaps of money. The passion for over the top audio unites our customers, not the size of thier wallets.