Bernhard Grinders
Closer to Customers


Brand Positioning Workshop / Literature / Advertising / Photography

Before establishing a new positioning strategy for Bernhard Grinders we spoke to customers and consulted with staff before facilitating a workshop with senior management. The marketing outputs were revealing and led to a change of focus; best characterized as building stronger customer relationships through service, support and training.

The It Must Be Bernhard campaign was designed to illustrate what customers recognize and value about buying, using and maintaining Bernhard equipment. The concept uses the voice of loyal customers to share experiences about critical moments in the product lifecycle.

Photography reinforced the move towards positive customer engagement (and away from a product-only focus) by humanising the brand. Every visual touchpoint now shows real people delivering support and interacting with customers in a range of locations, on the golf course, in the workshop or in the factory.