L3Harris PSPC had all the makings of a great challenger brand. A superior product, a willingness to go the extra mile for their customer, and a single, 800 lb. gorilla of a competitor looming over their whole industry. To step out of the shadows, L3Harris partnered with Joe Smith on a multifaceted, multiyear effort to reposition the brand, restructure their offer, and strengthen their connection with their customers.
And maybe make that 800 lb. gorilla sweat a bit in the process.
Explore our work with L3Harris in the case studies below.