Working with senior management, Godfrey went back to basics, and developed a new positioning message around the strength of the JLG product, the company's one unassailable point of superiority in the market.

New messaging linked the physical strength and power of JLG machines with its respected history of technological innovation, superior engineering and manufacturing, and expanded range of support services. The new theme—The Power To Do More—provided a strategic platform for comparing JLG's strengths to the competition's weaknesses, in a way that related directly to the needs of end users. It wasn't only about "the power." It was about how you — the buyer, the user, the renter — could use JLG's power "to do more." To get the work done faster; to save time and money; to get longer machine life and higher residual value; and to use JLG's financial power to give you more ways to acquire equipment.

The theme was launched at the large CONEXPO trade show and rolled out in traditional trade magazine advertising, product literature, direct communications and the web site. While the recovery in the construction equipment industry took longer than anticipated, the Power campaign helped position the JLG brand more strongly with end users. The company is in a strong leadership position and the campaign is entering a new phase in 2004-2005.