Predator
Brand portfolio management to bring more definition and distinction
Predator Group is a world-leader in premium billiards cues. Their two brands, Predator and Poison, each hold strong positions in the global billiards segment. The company was built on the strength of the Predator brand, whose cues retail for up to $2,000 through a network of online and bricks and mortar US and international dealers. Predator cues are used by some of the top billiards professionals in the world. The Poison brand was developed in 2007 as a cue for emerging players who wanted a high quality, well-designed cue at a more accessible price. While Poison enjoyed early success, it had difficulty achieving clear position among dealers and consumers.
Burdette Ketchum guided Predator Group through a qualitative research approach and a brand DNA exploratory for both the Poison and Predator brands. From that process Burdette Ketchum derived insights that guided the development of new brand strategies and architecture for both Predator brands. Poison's DNA was about raising one's game as its players were typically younger and new to the game. The DNA of "pursuit" was brought to live via the tagline "Get An Edge" and new creative focused heavily on the technology advantages that Poison borrows from Predator. In addition, Burdette Ketchum recommended that Poison more overtly leverage its affiliation with the legendary Predator brand with the brand identity of "Poison By Predator." Dealers immediately embraced the strategy.
As Predator was closely tied to professional players, research led Burdette Ketchum to the brand DNA of "domination". As a leader brand already possessing a strong identity, Predator did not require a tagline. Rather, Burdette Ketchum developed a new, premium brand footprint that allowed the brand to always link in its professional players.
Following the repositioning in 2010, the Poison brand has gained great traction with dealers and consumers and the Predator brand continues its position of leadership.