Challenge
The project “LAUTBRECHER,” launched between 2016 and 2020, aimed to introduce HiFi speakers crafted from concrete into a saturated market. The primary challenge was to carve out a niche in an industry dominated by established players, all while operating on a shoestring marketing budget. The target audience consisted of urban individuals aged 28-44, requiring a brand that could stand out visually and conceptually amidst fierce competition.
Process
The approach centered on developing a distinctive brand identity, characterized by a bold, modern logo and a vibrant color palette. These elements were designed to appeal to the contemporary tastes of the target demographic. The process involved hands-on management of branding activities, including product and promotional photography and video production, all executed with a DIY ethos due to resource constraints.
Solution
Despite the innovative concept of concrete speakers, the lack of venture capital funding limited the reach of marketing efforts. The experience highlighted the importance of rigorous early prototyping and comprehensive market research. These steps could have better positioned “LAUTBRECHER” to navigate the challenges of an oversaturated market. The endeavor underscored the need for strategic planning and resource allocation in launching a unique product within competitive industries.
