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NJA had a problem: they were primarily a commodity manufacturer of brake friction for domestic and import cars and light trucks -- they needed to get beyond that price-driven market. Our goal was to help them gain a stronger identity in their market and focus their communications on a promise of quality. We re-introduced NJA’s high-end products, both with a new name and look (ProMaster and Titanium Ti22) and leveraged both flagship products to bring focus to the ProMaster name and position it as a quality player in the friction industry. We then designed breakthrough advertising in trade publications and designed a new trade show exhibit.
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Strategy
