JBL (AU)
A global consumer audio brand blending performance technology with lifestyle positioning across speakers, headphones, and sound systems in Australia.
Category: B2C
The Brief
Drive adoption of new audio product launches while strengthening JBL’s positioning as a lifestyle-led audio brand in the ANZ market.
POSITIONING FOR CULTURE & CONSUMERS
Supported brand positioning initiatives to strengthen JBL’s relevance among lifestyle and music-driven audiences in the ANZ market.
Advised on launch narratives and messaging to ensure new product releases aligned with how consumers engage with audio brands across culture, sport, and everyday use.
Collaborated with regional teams to maintain a cohesive brand experience across digital touchpoints, reinforcing trust and consistency during product refresh cycles.
Optimized the onsite experience by repurposing legacy product pages as educational pathways to newer models, ensuring existing demand translated into continued engagement.
