TOUGHBOOK CASE STUDY
The Problem. TOUGHBOOK had spent years leading the rugged device market — and then slowly stopped acting like a leader. The brand voice had become tactical and feature-driven. Competitors were closing the gap with cheaper alternatives that buyers were starting to call 'good enough.' Awareness among decision-makers was eroding. The brand didn't need a refresh. It needed a reason to matter again.
The Insight. TOUGHBOOK devices don't just work in tough conditions. They enable the people who work in tough conditions — first responders, field technicians, public safety professionals — to do their jobs without compromise. The device wasn't the story. The person holding it was.
The Work. We rebuilt the brand from the inside out — new creative platform, new campaign architecture, new visual identity system, new messaging hierarchy. Every execution centered on real operators in real environments, with TOUGHBOOK as the silent enabler of their commitment and capability.
The campaign ran heavy across video, print, digital advertising, sales enablement, and marketing automation — giving the Verizon partnership co-branded fuel that extended reach and reinforced credibility with enterprise buyers. These early social videos predate the platform line, but explore the same truth: toughness isn't about the device. It's about the person using it.
The Result.
• Restored brand to market category leadership
• Multiple Clio, One Show, and Drum B2B award wins
• Agency of the Year recognition during the TOUGHBOOK engagement
• Consecutive inclusion in Forrester's Magic Quadrant
• Restored brand to market category leadership
• Multiple Clio, One Show, and Drum B2B award wins
• Agency of the Year recognition during the TOUGHBOOK engagement
• Consecutive inclusion in Forrester's Magic Quadrant
The TOUGHBOOK work became a case study inside MRM for how to rebuild a B2B brand — and how to hold the line on creative quality through a complex, multi-year engagement.
The campaign leaned heavy on video content, print, digital advertising, sales enablement and marketing automation.
These early social videos predate the platform line, but poke gentle fun at the idea of "toughness" while highlighting the mental toughness of those who use the product.
