"It takes true grit to wake up every morning, dedicated to a higher standard of work. Where others stop, we continue."
Based on our research, the agency knew we wanted our creative strategy to work outward from what we had learned about H&E’s core demographic. We discovered that H&E's audience had consistent internal persona views of “American,” “hardworking,” and "valuing an honest day's work putting a meal on the table for my family.”
The use of the term “higher standard” in the new messaging we created for H&E provides a strong position statement for how H&E approaches interactions with its customers.
The use of the phrase, “Where others stop, we continue” provides support for the brand’s integrated equipment approach. It communicates that the company's culture is such that employees are expected to provide the "higher standard" of rolling up their sleeves and dusting off their hats to serve their customers' needs.