>> Industrial Products – Brand Consulting Case

Developing a brand strategy and plan for a industrial products company, working across business units

Challenge

• Manufacturing company focused on merging and managing acquired manufacturing assets and products (ductile pipes, valves and fittings)
• Significant opportunity to improve marketing efficiency and effectiveness by managing brand portfolio as an integrated whole (vs. individual brands)
• Lack of coherent brand architecture strategy, including role and relationships of various brands in the portfolio

Action

• Quantitative brand image assessment, across various customer types (wholesalers, distributors, builders/architects)
• Brand strategy development to define overarching masterbrand strategy and “white space” positioning opportunities for individual company and product portfolio brands
• Creative brief development, including target audience definition, brand positioning, creative look and feel, and media touchpoints recommendations

Result

• Implement brand portfolio management system (including “total system” co-branding and a common processes)
• Solidified positioning strategies and plans across individual product brands
• Newly updated marketing materials in support of brand strategy (across PR, literature, ads, newsletter, PR, booths, giveaways, website, etc.)

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