Finding a unique position in the market
Darfon Electronics is the world’s largest manufacturer of keyboards, a leading supplier of precision components, and a respected provider of technology integration services to OEM and ODM customers. In recent years, competition from emerging markets has significantly diminished the prospects for Taiwan’s OEM/ODM industry, a trend that is having a material impact on Darfon’s business. In an effort to diversify, Darfon began developing electric drive train technology, a growing market driven by strong demand from electric bicycle manufacturers. Following solid demand for the company’s newest product, Darfon made the decision to enter the high-end electric bicycle market with its own line of bicycles.
In 2014, having just established its new electric bicycle brand BESV, Darfon approached DDG for assistance in creating a strategy and positioning for the brand, along with a supporting visual identity and communications system. DDG’s task was to develop a brand positioning that would give the BESV brand an edge at the high-end of the market.
Strategic positioning achieves differentiation for BESV
DDG discovered that most electric bike brands relied on communication of the functional benefits of their products. Some brands, for instance, focused on ‘speed’, while others focused on ‘urban mobility’ or on being ‘environmentally sustainable’. BESV’s electric bicycles, it was discovered, delivered a more exhilarating riding experience to users, in combination with unique and sophisticated design. As such, BESV’s bicycles were well-suited to a luxury brand positioning, based on a combination of technology and aesthetics, a decision that was made to set the brand apart from the competition.
BESV brand rides high on international stage
The brand’s new positioning and complementary identity helped BESV gain international recognition in the electric bicycle market, as well as a significant increase in the number of BESV distributors worldwide. DDG’s slogan for the brand, ‘Experience Amazing’, became a key element used throughout communications in marketing, events, and sales efforts globally. The new focus, along with creative design and communications that played a pivotal role in the creation of BESV’s website, allowed the brand to quickly establish itself in the marketplace.