MADRONE
STRATEGIC BRAND DEVELOPMENT
Small makers are often the innovation backbone of the bike industry. That’s why I was excited to be recruited to help Madrone develop a brand strategy ahead of the launch of its Jab Derailleur. I worked closely with Madrone founder and engineer Aaron Bland to create a long-term plan for positioning, communicating, and growing the brand. The result was a brand strategy that identifies the target market, defines the brand purpose, differentiates the brand and its products, establishes an ideal brand personality, and prioritizes marketing activities.
