This goes back a few years, but it illustrates the point of understanding people. In this case, the prideful builders of Carver Yachts in Pulaski, Wisconsin.
We toured the factory and talked to anyone we could over the course of a week. And left with a profound understanding of a company unwilling to compromise who they are to compete with inferior and cheaper yachts.
The strategy? Carver = The Overbuilt Yacht. We built a campaign revealing the “obsessive-compulsive perfectionism” that drives every process, unseen by potential buyers, that make a Carver special. A typical headline…
