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Fueltrax Brand Positioning

Marketing and sales communications

FUELTRAX is a market leader in the marine industry for Electronic Fuel Management Systems (EFMS) with a growing global customer base and a reputation for quality delivery. Beyond their leading EFMS, FUELTRAX are continuing to innovate by introducing new marine data solutions to deliver increased value to their customers.

New players were seeing the opportunities in this space. FUELTRAX turned to us to help shape a brand and marketing strategy to keep them firmly at number one, introduce their new data offerings and continue to grow sales.

We facilitated a series of workshops with the client team to develop value propositions for the new offering to different target customers. We created a key proposition that their messaging could support and a central creative hook to run through all communications. Make Smarter Decisions™ was born from the system’s ability to empower individuals to make the right choice at the right time – all the way from the vessel’s wheelhouse to the boardroom – based on data-driven insights.

This new proposition was a thread that would flow through each of our campaigns. Combined with striking new visuals that highlighted the customer value of their offering and a distinctive, confident, brand-inspired tone of voice, we brought the proposition to life across a whole range of channels and campaigns, from social posts and eNewsletters to thought leadership and video.

The result is FUELTRAX building a brand positioning that communicates the superior quality of the system and the value it delivers against inferior competitor systems. We’ve significantly increased brand visibility and engagement with their target audiences across a wide range of regions – securing a strong sales pipeline of warm leads and hot prospects.

"We are receiving lots of compliments on our new brand and the website. Great job from everyone at Emberson who helped make this happen, y’all are awesome!" Anthony George, CEO FUELTRAX


Core deliverables

  • Brand positioning, value proposition and messaging
  • Brand and communications strategy
  • Overview video
  • Website content
  • Social media content
  • eMarketing campaigns
  • Thought leadership articles
  • Exhibition stand and collateral