Secondhand Shouldn’t
Mean Second Best
Secondhand Shouldn’t Mean Second Best
INDUSTRY:
Retail
SERVICES PROVIDED:
• Asset Audit
• Audience Research
• Competitive Analysis
• Brand Positioning
• Advertising Campaign
• Brand Refresh
• Content Development
• Operating Plan
Challenge
American Thrift Stores did not have a clear position in the market. In fact, the company presented itself very differently in each customer touchpoint – website, social media, email marketing, print marketing, billboards, recruiting platforms, etc.
Solutions
To better understand the playing field, we conducted extensive research which revealed several factors beyond price that were important to current and potential customers.
We then developed new brand positioning and core messaging that could be executed across channels to bring consistency to the marketing and communications efforts. Foundational elements included a brand manifesto, business purpose, vision and mission statements, marketing tagline, company values, and brand attributes.
geo-targeted display ads, and banner ads.
designed posts with a distinctive look and feel.
Results
The development of new brand positioning and implementation of a proactive integrated marketing strategy helped drive a significant increase in store traffic and conversions, while the customer and competitive research provided the management team with valuable insights that will generate future growth.
THE WINNING INSIGHT
In retail, perception drives performance. For American Thrift Stores, the opportunity wasn’t just to promote affordability — it was to build a brand experience that felt consistent, confident, and differentiated at every customer touchpoint.
By grounding the strategy in research and translating it into clear positioning and integrated execution, we helped the company move from fragmented messaging to a unified presence that customers could recognize, trust, and choose. Secondhand doesn’t mean second best — and this work ensured the brand reflected that truth in both story and results.
“Game 7 helped us relaunch our online and in-store marketing with focus and impact. Their integrated plan and messaging strategy didn’t just get us back on track post-COVID, it drove real, measurable year-over-year growth.”