The Challenge
In 1994, Classic Rope was vigorously competing for market share in an industry defined by little or no marketing activity or brand awareness. Our mission was to make Classic ropes the best known and most in-demand among top tier performance horsemen. With the resulting success, bold strategic moves were made to enter new markets, launch new brands, and create a go to source for all that serve horse sport enthusiasts.
The Approach
We suggested an untried approach of labeling horse sport products to highlight features and benefits. We then followed it up with heavy hitting consumer advertising and strong dealer marketing. Sales have grown each year, powered by success with new market initiatives and vertical acquisitions, as well as fundamental growth of core operation. Developing names, logos, and tags for all levels of the business, from holding company to product brands has been done in careful stages to maintain market relevance and coherence. Our mission to grow sales from $4 Million has been realized with Equibrand ranking as the largest domestic manufacturer and distributor of horse sport products in the industry.
THE BACKPACK
