Project Description

B2B Market Research Tram

A manufacturer of heavy industrial products wanted to solidify its value proposition and brand positioning after a series of company acquisitions. The newly integrated organization lacked a cohesive brand strategy and identity.

Projecting a unified brand required obtaining customer insights and internal alignment. This was obtained through competitive assessment, qualitative and quantitative research, and internal strategy sessions. Individual company brands were eventually rationalized under a branded house portfolio approach.


  • 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


  • 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


  • 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.)

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