Reclaiming market leadership against the threat of lower priced competitors.
Brand positioning / Design strategy / Communications
Founded in 1999, Prominent is the pioneer of ‘stand-up chairs’. With a new generation of highly designed chairs, incorporating many extra (electronic) features, Prominent wanted to regain market leadership. Our research defined the category as too static and sedentary. Our strategy defined that those who lead an active lifestyle want to be supported for their full range of activities, in and out of their favourite chair.
We completely reset the brand strategy and created a new iconic campaign that became key across all Prominent communications. ‘The chair that moves you’ captures the feeling of dynamic seating for dynamic lifestyles. It shows people relaxing with perfect support and then leaving their chairs revitalised. Released in early 2019, initial results are successful and Prominent has already increased profit margins.