Strontium Memory Products
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Rebranded by The Gang
How a rebrand took Strontium from No.5 to No.1 in Australia
Strontium memory products were ranked number 5 in the world by market share.
The other major competitors in their category were Kingston, SanDisc, Trancend, Toshiba and Imation.
Anshuman and Vivian (the founders of Strontium) came to us looking to turn their company, from a producer of a commodities, into a brand which could be valued and sold.
As you can see from their existing logo above, it lacked any distinctive elements. It was really just a red dot. We kept the name Strontium, as it was well recognised among the category buyers. We also kept the colour red, at the request of the client, although as you will see below this gave us a challenge.
Making Strontium the No.1 seller
When Strontium came to us, their packaging was red, just like all their competitors. We strongly recommended changing to a distinctive brand colour. Within three months, Strontium out-sold Kingston and SanDisk to become the number one memory provider in JB Hi-Fi stores across Australia.
We created a new set of packaging to maximise the new brand's impact in store. This involved placing the product to one side to maximise the graphic area for the branding. And devising a system so consumers could quickly understand what the product was, it's memory size and how to use it.
Consistent marketing materials
As Strontium’s marketing budget was modest, it was paramount to ensure every piece of marketing material clearly came from them. We produced online, point of purchase and outdoor advertising.
“We ran a successful company manufacturing memory devices. However we realised that in order to expand, we had to move the perception of our product from a commodity to a brand. Without The Gang this transition would not have been possible. Their advice significantly added to our bottom line.”
Anshuman Gupta, Strontium Technologies.
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