Strategy & Branding
Redefine the target,
reinvent the brand
Develop a brand image to support a new business strategy
DAB Motors is a French manufacturer of fully configurable and homologated high-end motorbikes.
After several years of technical design, DAB Motors was entering a new phase in its development. The company wanted to redefine its target customer in order to develop its full commercial potential, and to assert its identity through its new brand image.
In the homologated motorbike market, DAB Motors is up against historical players who have long since earned their customers’ trust. In contrast, DAB Motors’ positioning is atypical, producing tailor-made, high-end thermal motorbikes. Resolutely future-oriented, the company also stands out for its innovation efforts. The company’s work won prizes for the development of the first ever online motorbike configurator.
Firstly, we helped DAB Motors to define its target customer, which had changed since the project was launched. By identifying and analysing this target group’s consumption habits, we were able to define the main priorities for the future communication strategy.
Once the strategy was validated, we started completely overhauling the brand image: logo, graphic chart, brandbook, website graphic design, etc. We carried out this work in an iterative manner, developing distinct directions and involving a user panel extensively. Their opinions allowed us to make the best strategic choices for the brand’s success.
We quickly saw the concrete results of this first phase. DAB Motors achieved record sales growth in Europe and Asia (Japan).
At the same time, our agency is continuing to work with the company. For example, we have just completed the creation of the Concept-E, the brand’s first electric motorbike.