Saving a manufacturer of bicycle computers from certain death requires great imagination and a great deal of experience. When we took over the strategic consulting for the brand, VDO Mannesmann wanted to raze the unprofitable unit to the ground – the brand awareness among bicycle customers was below 4%. With a previously unknown strategy, we established the trading partners Europe-wide as a reliable and sustainable multiplier – at the same time we revitalised the brand in the end consumer market with a unique technology image. After a rapid 5-year run of success, a trade magazine reported a brand awareness of 58.2% in an independent survey. Within a very short period, VDO became VDO CYCLECOMPUTING and is now one of the four major manufacturers of bicycle computers.