BRAND STRATEGY:
CLASSÉ
5-Year Plan Brand Book
Brand Research: Zachary Raber
Creative Director: David Gardner
Design Lead: Sripriya Prasad
Client Manager: Nany Mines
Agency: ColorJar
Classé brings a 40+ year reputation for amplifier excellence to its parent company, Sound United. Since its notable absence from the market, the business has remained small since it was acquired by Sound United. There are two notable brand shortcomings: low-to-no brand awareness and an underdeveloped knowledge of the market Classé should be serving. Classé is an excellent product, but it isn’t connecting with the luxury audio market like it once was.
BREATHING NEW LIFE INTO A LEGACY BRAND
OBJECTIVE ONE
Conduct market research, analyze competitor’s positioning, and construct target personas.
OBJECTIVE TWO
Arrive at research-driven insights for the creative team + client lead

KEY RESEARCH QUESTIONS
CONSTRUCTED PERSONAS
Distilling an entire market into two distinct personas

AUDIOPHILES
BUYING MOTIVATED BY TECHNICAL EXCELLENCE.
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They are highly educated in sound engineering. They know what they want and they can sniff out if a brand doesn’t know what they are talking about.
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They are niche hobbyists who don’t stop after a single acquisition— they’re constant system tinkerers and explorers.
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They are obsessive researchers, comparers, enthusiasts who enjoy the challenge of testing a brand’s bold claims against their sky-high standards.
Insight: to be on audiophile’s radar, Classé must sharpen its voice to sound like industry experts and dare audiophiles to experience Classé’s boldly stated sonic excellence.

LUXURY BUYERS
BUYING MOTIVATED BY STATUS.
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The segment has the financial means to invest in quality. Price is not a major factor in decision-making.
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Purchases are consulted by experts in brick-and-mortar stores. Trust is placed in these store representatives instead of conducting extensive personal research.
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Purchases are motivated by social prestige and class expectation.
Insight: to sell to luxury buyers, classé must form close relationships with in-store sellers to inspire sellers to become enthusiastic brand ambassadors.
BRAND POSITIONING
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TARGET AUDIENCE
For the world’s most discerning music lovers.
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BRAND PROMISE
We power moments of joy by delivering uncompromising sonic purity.
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REASON TO BELIEVE
The first choice of studio icons for over 40 years, including Abbey Road Studios.