Nefax Facsimile: Building a number one brand
Nefax was well established in the top end of the market but suffered from little end user loyalty in the bottom end, mainly due to a lack of awareness of the brand and the company. Research showed many people had not appreciated the benefits of fax. Spend was mainly in press, backed up with bus sides and some TV. Sales increases achieved in 1987 making Nefax the brand leader.