Client based in
Stockholm, Sweden
Industry
Consumer Electronics
Scope of Work
Brand Foundation
Business Challenge
Marshall, founded in 1962, expanded beyond professional music equipment in 2010 when Swedish tech company Zound Industries secured a licensing deal, launching Marshall Headphones. By 2022, Zound engaged PLB LAB to strengthen the Marshall and Urbanears brands by further crystalizing their Brand Foundation through a highly collaborative process.
In 2023, a pivotal moment came: Marshall Amplification and Zound Industries merged to form the Marshall Group, a $360M company. As Marshall united teams across Stockholm, Milton Keynes, and regional offices, it was time for a new Brand Foundation that would align its global identity. PLB LAB was called in once again.
Deliverables
PLB LAB was asked to run a through and highly collaborative process that would help Marshall land a new brand foundation including:
A sharp consumer definition
A set of defining brand values
An inspiring mission
A unifying brand vision
A differentiating brand positioning
3i focus
Insights + Ideas + Impact
We ran a series of stakeholders interviews and partnered with the internal team to curate a series of consumer & business insights. We then ran a 2-day remote workshop with a cross-functional team to help land the above.
Results
The new platform was approved by Marshall Leadership & rolled out to all employees, playing a key role in informing all Brand activities, beyond marketing.
