Repositioning an established player

When we met them, Kenwood USA was already widely recognized in the world of consumer electronics. But to retailers and users, Kenwood was just another stereo company. Our job: differentiate the brand.


A new strategy, “Music is Personal,” drove our solution, and positioned Kenwood in human rather than technological terms.

What we did

We started with a 6,000 s.f. trade exhibit that helped the brand feel accessible, yet still innovative. Response was so overwhelmingly positive that the new exhibit spearheaded a complete revamping of the company’s marketing materials. In addition to creating many of those items ourselves, FreeAssociates acted as Kenwood’s strategic design consultant, working closely with their advertising agency, public relations firm, and other members of the marketing team. 


A 26% increase in consumer brand awareness, a 20% increase in sales against flat or declining industry performance, the launch of the most successful product line in the company’s history, and the founding of a whole new division that now accounts for a third of the company’s sales.


8117 West Manchester Ave.
Suite 417
Playa Del Rey
CA 90293-8745



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