The Power of a Brand Value Workshop

When JACKSON partnered with MAHLE Motorsport, we were working with an established brand seeking to grow one division of their business: pistons. So, we began the Brand Value Workshop like we begin every workshop—with homework. Each client was asked to describe MAHLE's business goals, identify their biggest competitors and recognize opportunities. Together, we looked for gaps and recurring ideas and then built a cohesive strategic marketing plan that was simply a roadmap for where the brand wanted to go.

Brand Insights & Strategy

A SWOT analysis, competitive analysis and audience analysis showed that MAHLE had a unique and superior product offering that lacked awareness. That product was the POWERPAK, a pack of pistons ready for engine installation right out of the box. No other competitor was offering this.

The second discovery was that MAHLE pistons had a lot of standard features that were considered upgrades by their competitors. This gave MAHLE not one, but two legs up on the competition, and we knew it was important to bring these differentiators to their audiences' attention.

With the POWERPAK leading our strategy as a way to increase market share, we decided to launch a digital ad campaign touting the product’s benefits and value. We prioritized engine builders who had a high-volume need, but also targeted an emerging market of DIY-ers and engine assemblers. The added bonus of raising awareness around a product is that we simultaneously raised awareness for the MAHLE Motorsport brand.