Protecting an innovative brand

As the inventor of the Fusion Floor, the original composite floor for dry freight van trailers, Havco faced a challenge when their patent expired — competitors were now making inferior-quality floors and marketing them as “the same thing as Fusion Floor.”

Through differentiation

To solve the problem, Jump developed a powerful positioning that leveraged two very important advantages Havco has over the competition: Fusion Floor is the only proven floor on the market backed by 20 years of performance, and Havco uses superior materials and an innovative construction process.

The only proven composite floor

The “Proven” messaging became a cornerstone of the brand strategy as a quick, and easy-to-understand fact that immediately set Fusion Floor apart and, importantly, protected its market share.

Core deliverables
• Positioning strategy
• Website redesign
• Content marketing
• B2B advertising
• Trade show booth design
• Print collateral