a firefighter in full turn-out gear stands watch from a rooftop looking out over a city with hundreds of buildings under a dramatic sky

Pierce Manufacturing

Strategy, Research, Creative, Media Planning & Placement

Pierce Manufacturing had an outstanding reputation for engineering and building great fire trucks. But the market was crowded and it was difficult to quantify how much better a Pierce apparatus was alongside a credible competitor. In order to grow market share in a meaningful way, Pierce needed to grow perceived value and, with it, brand affinity.

The Karma Group was engaged to create distinction and establish Pierce as the unquestioned leading brand among fire truck manufacturers, the one firefighters would strongly advocate for having in their departments.

A group of smiling firefighters in their gear with Pierce logo


Our research showed that fire departments prioritize two things when choosing a manufacturer to build their apparatus: firefighter safety and performance. In other words, it’s not about the truck, it’s about the men and women who protect people and communities. We repositioned Pierce as the performance leader, the brand that is wholly committed to serving and supporting firefighters.

Perform. Like No Other.
Pierce Manufacturing photo of two firefighters, one operating a fire hose, the other a fire hydrant, standing in front of a firetruck
Pierce Volterra Electric Firetruck sitting on a city street at night
A group of three Pierce firetrucks under a blue cloudy sky
a group of three firefighters standing in front of a Pierce firetruck

Produced in collaboration with Oshkosh Corporation video team.

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