Project Description

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

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

  • Brand portfolio management system implemented (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.)

Learn more

Contact EquiBrand for more information about our marketing consulting, branding consulting or innovation consulting services.