Wascosa, Europe's first supplier of freight wagon systems, had already made impressive progress in 2003. However, the Swiss company had previously only been up against larger competitors who were playing the usual price game in a commodity market.
Wascosa realised that it could not win the price game. So it decided to enter the value game. Its goal: to get customers to pay a higher price for comparable performance.
The growing market is characterised by high competitive pressure. Wascosa is a relatively small, non-conformist player that is willing and able to deliver top performance and express itself in its own unique way.
Customers should be more closely tied to the company and a genuine, comprehensible value proposition should be developed.
Wascosa systematically worked on its reputation as a non-conformist brand. To this end, the brand essence was clearly defined and the boundaries of the brand established.
In addition, a dense brand style was developed that expresses Wascosa's premium claim. The claim is that every Wascosa touchpoint should be a premium experience.
Wascosa's brand strategy has enabled it to achieve the desired premium positioning within 10 years. The company can afford to be unconventional and constantly surprise its market.
What could not be achieved through sheer size, Wascosa succeeded in doing through its recognisable attitude, combined with its clear commitment to the value game. Wascosa has learnt to play this game. Its premium claim made Wascosa not the largest, but the most recognised company in its sector.
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Managing Partner
Managing Partner
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