Cooler Master

Country Base: Taiwan
Industry/Sector/Keywords: Technology, Computer Hardware and Software
Below: Before and After Images in Slide Show, Video, Summary, Credits

Summary

Industry Setting

Cooler Master is a leading manufacturer of desktop PC components—PC cases, power supplies, and cooling units—selling to individuals who build their own PCs. Although the desktop PC market is shrinking, PC component manufacturers are experiencing solid growth in niche segments such as gaming, video editing, and virtual reality. Niche segments such as these offer the promise of high margins for brands that build a connection with the user.

Challenge

Cooler Master was an early entrant to the PC component market and has established strong brand awareness among today’s PC builders. In recent years, however, the brand’s reputation for innovation diminished as the company struggled to differentiate itself from competitors. The rapid growth of niche segments such as gaming also caught Cooler Master by surprise. As a result, the brand was forced to replicate marketing strategies of faster-moving competitors rather than to lead. Following years of varied product and marketing strategies, the brand had lost its direction. of their portfolio. They needed a guiding strategy, clarifying architecture and compelling creative expression to help them create a more cohesive brand ecosystem.

Strategy

A new strategic direction was introduced following a global audit and a series of workshops. The company’s new envisioned future—‘reinventing the way PCs are designed, made, bought and used’—reinvigorated the team. It also spurred Cooler Master to reach out to the fast-growing ‘maker community,’ a group that shares a similar passion for reinvention. In support of the new strategy, Cooler Master introduced new products, product naming, brand messaging, and brand identity.

Result

The rebrand takes Cooler Master back to its roots, all the while aligning the brand with the fast growing ‘maker community.’ The brand was officially unveiled at Computex 2015 where eTeknix stated “2015 marks the year when Cooler Master takes the PC component market by storm with their Maker concept.” Media coverage and sales of products following the rebrand have already exceeded the company’s expectations.

Credits

Client: Cooler Master – www.coolermaster.com

Chairman and CEO: Roger Lin
Vice President, Sales: Jimmy Sha
Vice President, Brand and Product: P.S. Tang
Global Marketing Director: Raymen Wu
Cooler Master Executive and Marketing Team

Brand Strategists/Designers: DDG – www.ddg.com.tw

Brand Strategist:
Mark Stocker
Joseph Judd
Creative Director: Kris Tsao
Communications Strategist:
David Green
Yee Yan Leong
Chris Hubbard
Communications Associate: Coco Chen
Designer: Jude Lin
Account Manager: Yvette Chen

Additional Credits
Photographer: Sean Marc Lee – www.seanmarclee.com
Booth Construction: fabraft – www.fabraft.com

2017-07-11T17:03:28+00:00

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