Case study
Stronglite
New Zealand
“A lot of doing, a lot of managing, not a lot of strategy.”
How a 20-year New Zealand product business stopped a growing product range from diluting its brand value.
Liam Sutton · Stronglite
Sound familiar?
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Your range has grown over the years, and the products now pull in different directions.
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Some lines earn their keep, while others eat time and serve customers who want completely different things.
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It’s harder than it used to be to say why a customer should choose you.
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A new website or rebrand feels like the obvious fix.
The story
Stronglite’s story
Stronglite has made portable staging in New Zealand for more than 20 years. Over that time the range grew, and as it grew, Stronglite slowly lost the thing that made a customer choose them in the first place.
When the focus shifted fully to how to grow the business, Liam’s first instinct was a website and branding firm. He held back because he didn’t want to invest in “a shiny website or new logos” if it wasn’t the right thing for where the business was.
The outcome
What changed
Working through the programme together, Liam made the decisions that set up a position Stronglite can win: strong, light, easy to assemble staging designed for venues and organisations that have high use demands. That meant letting go of some easy revenue, including one-off and custom work and products that didn’t fit what they were about.
He now has…
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A range cut back to what serves, and actively boosts that market position
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A clear focus on the customers who feel the problem most
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Marketing focused on the channels those customers use
★★★★★
“I found Saskia and her material very easy to understand and a great assist in optimising a business that, like many long-running outfits, had become inefficient and confused in its own product offering.”
LS
Liam Sutton
Stronglite
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