Torque developed a brand positioning and message to express the growing trend of older adulthood as a new beginning. To communicate this, we wrote the tagline “Live Actively.” We also planned the marketing with consideration for all purchase decision stakeholders, in particular, the daughters of older adults, who often help their aging parents navigate the experience of diminishing physical capacity, while maximizing independence and quality of life. Torque also addressed a complex channel marketing plan that included retail, online retail sales, and specialty health and wellness product channels.
Launched in 2011, after 2 ½ years of product development, the company’s brand platform includes marketing positioning, message development, logo refinement, brand packaging system, guidance on product naming and product architecture, eCommerce website development and tradeshow marketing. The product line is initially being launched with social media marketing. Torque is overseeing the editorial strategy for content, as well as daily and weekly social network interaction and analytics.
“Launching a consumer product company from scratch in today’s market calls for courage, careful planning and hard work. Torque has had our back through it all, helping us define and express the brand, including: visual design, our online user experience, and through our social media presence.” says Park Owens, President and CEO.
