Case Study: Phil Jones Pure Sound

Learn how Phil Jones Pure Sound benefitted from a revamped brand strategy that consolidated two stand-alone brands into one, which improved messaging and clarification for customers and the company.

This case study provides insight into:

The objectives behind the strategy
How the strategy was developed
Execution including website, collateral, and online training app

Case Study Overview

Executive Summary

Phil Jones had two brands that served different market segments, but the company identified other emerging segments, which necessitated a different brand strategy and revised brand identity.

About Phil Jones Pure Sound

Founded in 2001, Phil Jones Pure Sound designs and develops premium sound products for performing musicians, studios, and home audio enthusiasts.

“Premium products should have a premium identity. But, the brand strategy should support selling into disparate verticals while leveraging potential cross-sell opportunities within those verticals as well.”

Terry Sullivan

Strategic Glue

Challenges

Phil Jones amplification products (bass and guitar) were sold in retailers throughout North America, Europe, and Asia. It’s home audio products had some penetration in specific countries in Europe and Asia but were virtually non-existent in the US market.

Solution

Before the Phil Jones Pure Sound brand strategy and redesign, AAD by Phil Jones was the home audio line of products, which were reputed as having extremely high-quality sound supported by groundbreaking engineering and top shelf aesthetics.

Phil Jones Bass (PJB) products were cutting edge amplifiers that featured multiple 5″ drivers (vs. 10″, 12″, 15″ or 18″) for unparalleled power and clarity – a revelation for bass players.

Method

The Phil Jones Pure Sound brand strategy comprised the following phases and deliverables:

1. Goals and Objectives

2. Market Research

3. Expanded Distribution (retail, eCommerce)

4. Brand Strategy

5. Positioning and Identity

6. Execution

Result

Over six-months, Strategic Glue devised and implemented a comprehensive brand strategy; promotional launch plan; and tactical execution (see below). Phil Jones Pure Sound realized several benefits including:

1. Heightened brand awareness

2. Increased sales and opportunities (retail and eCommerce)

3. Closed a large regional electronics retailer

4. New cross-sell opportunities with prospects and customers

“Feedback was always the same: Phil’s products had a clear…pure sound. So, bringing the markets served – live, home, studio, and worship under one umbrella brand supported the strategy, reinforced the brand positioning, and was helpful to both prospects and customers.”