SRAM is one of the fastest growing companies in the bike industry. This Chicago-based group consists of a family of brands that also includes RockShox, Avid, Truvativ and Zipp. After working with SRAM for six years, helping build its brands, we established an internal program to help assess and steer their brands.

The purpose: gain a better understanding of the connection consumers feel to SRAM brands. The plan of attack: we used focus groups, online surveys and one-on-one dealer calls to help formulate a global brand strength program. We employed proprietary methodologies (a fancy way of saying we can’t tell you the details) to educate SRAM stakeholders and give them the tools needed to grow.

The result: the people responsible for moving SRAM brands forward have a solid understanding of where they stand. There’s a common vocabulary within the organization, and real ways to measure brand movement year-to-year. Individuals and teams can march together in the same direction, confident in their direction and aware of upcoming challenges.