Sir Anthony Bamford, owner of the British construction machinery brand JCB, wondered why his products would not sell in Germany and addressed this problem to Counterpart. Through a comprehensive market analysis, Counterpart discovered the cause: an incorrect positioning and approach for the German market. Counterpart developed a completely new market entry strategy for Germany and took over the entire external communication for JCB. The result: Afterwards, the products sold in Germany, too and JCB became Europe's most successful construction machinery brand.
John Bloor bought the rights to the „dusted“ traditional brand Triumph Motorcycles. Something had to happen to revive it - but what should the brand core be, what products should they reflect and where and when should these be introduced? Counterpart advised the British businessman on all of these questions. On the basis of extensive research, the agency developed a market entry strategy as well as communicational measures and participated in the product development. Thereby, the motorcycle brand could successfully be revived.
A smoke-free coal briquette with an unprecedented burning duration. This way, the Kohle-Manufaktur, whose name did not exist at that time and which also routes back to Counterpart, reached out to us. From this briquette, Counterpart created the entire brand positioning and strategy in the premium and enjoyment sector. Building on this, name, logo and packaging - for which Counterpart received the Red Dot Award in 2015 - were developed. Ever since, the Counterpart Group has been supporting the Kohle-Manufaktur on all communication channels - from packaging and advertising through website, social media and influencer relations to PR and the entire content marketing strategy.