When Quantum approached us, the goal was clear: they were preparing to launch a higher-end mattress product, one that would sit in the 10 to 15 million IDR range. The challenge? This was a significant jump from their typical price point. For years, Quantum had been known as a reliable springbed brand under 10 million. Now, they wanted to elevate their brand perception without losing the trust of their existing audience.
But the question was: how do you reintroduce a familiar name without alienating loyal customers, while still making it aspirational enough to justify a double-digit price tag?
PORTA came in not just as creative partners, but as brand consultants to help them transition their positioning strategically.
The Role of Brand Consulting in a Product Upgrade
What many people don’t realize is that upgrading a product doesn’t automatically upgrade the brand. When price increases, the perceived value must increase with it, and that perception is built through intentional communication.
Our first step was to align Quantum’s internal team on the new brand story. Together, we shaped the strategic direction for this new product’s launch, including the skeleton storyline, value proposition, and how to frame the product differently from their previous collections. We co-developed the tagline “Double the Comfort, Double the Dream” to introduce the product’s dual-comfort feature, while also signaling an aspirational shift in the brand. This became the anchor for their commercial video, launch campaign, and digital communication strategy.
Strategic Involvement Across Key Touchpoints
Our involvement wasn’t full-scope execution, but we played a critical role in shaping the direction and ensuring consistency across platforms:
Why Timing Mattered
One of our key recommendations was to move quickly on launching the brand ambassador campaign. Quantum’s internal team had completed the product and visuals, but sales activation hadn’t started. We flagged this as a potential risk because brand repositioning only works when the market sees momentum. By advising them to activate Helmy Yahya’s endorsement earlier, we helped them tap into a broader audience segment faster, especially the aspirational middle-upper market.
Guiding Without Overstepping
It’s important to clarify that our role wasn’t to take over execution. Our value came from guiding the brand toward smarter, sharper decisions. Even when the execution was done by other vendors, our input helped shape the direction. From marketing checks to public content framing, we ensured that every output aligned with the new narrative.
We also supported Quantum during their presence at Indonesia Design District (IDD), advising on how to make their showcase reflect the premium positioning they were aiming for.
For us, this project was a reminder of something fundamental in brand building: repositioning isn’t about starting over, but building upward with intention. This project challenged us to think collaboratively, move quickly, and focus on what matters most: helping a brand evolve, without losing the essence of what made it trusted in the first place.