Audio Service
Establishing positioning as B2B partners in hearing device development.
Situation
Following the merger of Widex and Savantos to become WSA, product-brand Audio Service required repositioning to align with the portfolio strategy & effectively differentiate Audio Service from other product brands.
WSA recognised the surge in demand for B2B and private-label solutions throughout the hearing device industry. With an increasing number of channels entering the market, such as opticians and online retailers – AudioService held great potential to become a brand exclusively focused on serving this market.
As the private-label business arm of WSA, AudioService needed to become the go-to brand for partners seeking to enter the hearing aid market. Leveraging their trusted German heritage and reputation, AudioService transitioned into an international own-label manufacturer – but needed strategic positioning to become and maintain category leadership.
Solution
Quadric worked closely with WSA’s leadership team to develop and test positioning scenarios that could potentially achieve a long-term differentiation strategy for AudioService. The new positioning was brought to life in a new brand identity and marketing communication materials for the brand’s launch.
Centring on the core concept of being "The smart choice," AudioService communicated directly & rationally towards their B2B customer’s needs: offering the same cutting-edge technology and quality as branded options, but without the premium price tag. Emphasizing a service-oriented approach, AudioService aimed to empower partners to enter the market confidently and competitively.
Since AudioService’s launch, Quadric has continued to support the brand in ensuring alignment with the identified market position through product launches over time. This holistic approach ensured that AudioService remained agile and responsive to market dynamics, solidifying its position as a trusted partner and leader in the evolving hearing aid industry.
