Brand Strategy

Finding Growth Opportunities in the Ground Transportation Space

Business Goals

In a rapidly evolving industry, this global luxury car service sought to evaluate the power of its brand in the U.S. market and to uncover areas of opportunity for fulfilling the needs and expectations of two important audiences—Affluent Business Travelers and Professional Travel Arrangers.


1. Quantitative online surveys among affluent business travelers and professional travel arrangers.

2. Overall brand health assessment relative to competitors.

3. Brand positioning and opportunity analysis, mapping perceptions of client and competitors’ performance against the features and benefits most valued by travelers and travel arrangers.


The research uncovered strategic growth opportunities, identified messages to focus on in brand communications and provided our client with a blueprint for crafting a unique space within the luxury car service market.