Clients & Case Histories

Briggs & Stratton

Tait Subler has a deceptively straightforward approach that delivers real insights and actionable strategic direction – a true blend of left and right brain thinking. That rare blend of talent has made a big difference to our organization and our business.

Mary Sausen
VP of Brand Marketing

The Challenge

For close to 100 years, Briggs & Stratton has been the world’s largest small engine manufacturer. With increased manufacturing pressures from both domestic and global competitors, how can Briggs & Stratton maintain its market – and brand – dominance?

What We Did

We started with in-depth interviews among key executives at the C-level to clearly define the business realities facing the brand. We then designed and facilitated a strategic work session with the core management team to uncover leading target and strategic point of view hypotheses. Focus groups were then designed and conducted among lawn & garden enthusiasts to clearly identify a brand target mindset, to uncover deep consumer insights about lawn care and to better understand Briggs & Stratton’s brand equities.

The Outcome

Our recommendations included a clearly defined brand target, a powerful and differentiating strategic point of view based on values-based consumer truths, a strategic brand filter to help streamline decision-making and a more simplified brand portfolio architecture strategy. The recommendations led to new iconography, a new organizational structure, and a new communications platform across the globe.