Going full send with Marzocchi’s brand

Marzocchi 60-second case study

Marzocchi built its name on bomber, low-maintenance suspension and a rowdy attitude. But the market changed, the portfolio changed, and the brand needed to catch up. In this short teaser, Chris shares how Parliament helped Marzocchi define its place within the Fox Factory family, sharpen its brand platform, and rebuild its identity without losing the fun-first energy riders love.

Outline

00:00

Introduction to Marzocchi Suspension

Chris introduces Marzocchi, a brand known for pioneering mountain bike suspension in the 90s. The original products were bold, loud, and attention-grabbing. Although the brand was once edgy, it now belongs to a larger portfolio, and the market landscape has evolved. The team focused on revitalizing Marzocchi’s brand identity and story to better match the current market while retaining its energetic spirit.

00:32

Defining Marzocchi's Brand Identity

The team worked to define Marzocchi’s unique identity, distinguishing it from Fox. They emphasized that Marzocchi is the hard-charging, fun-loving brand for riders who want a straightforward experience. To support this, they developed a brand platform, messaging framework, and a tough, low-maintenance identity that reflects the product’s qualities and maintains a modern, rowdy attitude.

01:00

Modernizing Marzocchi's Brand Platform

Chris highlights the integration of focus across product and digital domains, showcasing how a well-established brand has been transformed into a modern iteration. He encourages viewers to explore the detailed case study at http://weparliament.com and conclude with a motivational call to be courageous and distinctive.

Transcript

Hey friends, it’s Chris at Parliament.

Marzocchi is back. Same great suspension, now with a brand to match.

In the 90s, Marzocchi pioneered mountain bike suspension. This kind of a thing. They were wild. They were loud. They were impossible to ignore. And they were perhaps a little bit naughty. Well, who hasn’t been?

But today, Marzocchi is part of a larger portfolio, and the market’s changed a lot. We love the energy, but the brand identity and story—they needed to catch up.

And that’s what we did. We worked with their team to define where Marzocchi really fits. And not as a copy of Fox. That’s who owns Marzocchi. And by the way, it’s Marzocchi, not Marzachi or Marzochi. It’s Marzocchi. But I digress.

Not as a copy of Fox, but as the hard-charging, fun-loving option for people who just want to ride.

So that’s what we did. We built them a brand platform, a messaging framework, and an identity that’s as tough and low-maintenance as the product is.

The result is a modern brand that keeps the rowdy attitude, adds focus, and works across product, digital, and everything in between.

If you want to see how we took this once-and-again great brand and went full send into the modern era, check out the full case study at weparliament.com.

All right, that’s it. Be brave, stand apart.