Brother - Big results from thinking small

In 2004-05, Brother launched its new multi-function inkjet machines. Lower prices, a weakening brand image, and the growth of mass market buying meant that Brother had to shift its communications strategy to appeal directly to consumers.
Agency: BDH / TBWAAuthors: Robert Gray and Peter Harris

Brother – Big results from thinking small

Rapid developments in computer technology over the last 15 years have had big implications for companies manufacturing these products. Staying ahead of the competition...