'Theodore helped us articulate the true value behind DISA’s engineering excellence - shifting the focus from engineering features to customer value. The work brought clarity, alignment and a much stronger customer focus to how we communicate globally. It’s given us a platform that better reflects both our legacy and our ambitions for the future.'
Performance that pays off
DISA’s machines are built to the highest standards – but our strategic work uncovered a critical gap.
While the engineering story was strong, the customer benefit was getting lost. Buyers weren’t investing in machines for specifications alone, but for what those machines enable: speed, precision, uptime and decades of reliable production.
That became the opportunity.
Challenge
Find. Share. Believe.
DISA leads the category in innovation, from lean manufacturing and simulation to digitisation and robotics.
Our role was to surface the commercial and emotional value behind that innovation, creating a story customers could immediately connect with – beyond the language of engineering.
Approach
Digging into what customers value most
Alongside a four-part workshop journey with DISA’s international team, we surveyed 5,000 customers and conducted in-depth customer interviews.
The insight was clear: customers choose DISA because superior engineering pays off over time through relentless pace, moulding precision and decades of performance.
We also identified a major category gap: while competitors focused on technical proof points, no one was building emotional pull around customer outcomes.
Solution
A positioning built on payoff
That insight shaped a new positioning: Performance that pays off, supported by the strapline Pace. Precision. Performance.
Together, they ensure the customer value always shines through the engineering, giving DISA a more distinctive and commercially resonant way to lead the category.
Result
From positioning to global rollout
With the strategy now locked in, we’re supporting DISA through rollout across 2026.
Working closely with the international sales and marketing teams, we’re helping bring the new position to life through refreshed visual identity, key communications and ongoing global marketing support.
