Acorn Wire & Iron Works
ACORN Wire and Iron Works, a manufacturer of security folding gates and wire mesh partitions, needed some image revamping. With many competitors in the national and regional industry, along with several very different vertical markets, it was imperative that ACORN reinforced leadership in each segment.
AfterMath Claim Science
Cannon Costs Solutions was a small, unknown healthcare technology company, with no brand equity. In a category dominated by large competitors, Cannon needed to stand out, and stand for something as it targets multi-billion dollar health insurance companies.
Amcor Flexibles
Amcor Flexibles is a division of Amcor, one of the world’s top three global packaging companies. Amcor leads the market in the development of a range of recyclable and biodegradable films to meet industry goals for sustainable packaging used in healthcare, personal care, food and beverage, pharmaceutical and industrial markets. However, until now, Amcor had little presence in the North American personal care market.
Chicago Dental Imaging
Chicago Dental Imaging is a new CT scan facility that competes with high-profile hospitals for referrals by dentists. It was imperative to visibly emphasize the benefits to the dentists, such as reducing wait times for appointments and lower costs for their patients. The name needed to encompass the entire Chicago region, while still giving the impression of being a neighborhood resource.
Concentra Healthcare
Concentra is a leading health provider network and health network systems company that grew rapidly from both acquisition and organically to over $1billion in annual revenue. Despite this success, the original corporate logo was a leftover from the start-up days of clip-art Powerpoints.
D&K Laminating
D&K Group manufactures a variety of laminating films and capital equipment. However, a flurry of
acquisitions and several new products combined to blur the company’s identity. With critical industry trade show events approaching fast, D&K assigned FUSION b2b the task of developing and implementing a new marketing strategy to promote its brand identity.
Deublin
Deublin is the largest manufacturer of rotating unions in the world, a critical engineering component in the production of steel, chemicals and many other materials. But Deublin is more than just rotating unions. The company also pioneered the stationary siphon, allowing paper-making machines to operate at high speeds for greater machine “runnability” and operating efficiency. This fact, plus the benefits of using a stationary siphon over a competitor’s rotating siphon, needed to be communicated to engineers, plant managers, and other decision-makers in the pulp and paper industry.
FC Lighting
FC Lighting is a fast growing manufacturer of specification grade fixtures sold through electrical distributors to lighting designers and architects. While FC products are highly regarded, their corporate image was not.
First Logic
FC Lighting is a fast growing manufacturer of specification grade fixtures sold through electrical distributors to lighting designers and architects. While FC products are highly regarded, their corporate image was not.
Forsythe
A leading national IT infrastructure integrator, Forsythe serves many Fortune 1000 companies as a single technology resource, providing everything from assessment and design to products, financing, and portfolio management. Forsythe sought to “steal the show” from competitors with equally grandiose objectives.
Ideal Industries
A new brand gained shelf space for a niche product that competes with Ideal. After intensive product development, Ideal required strategy and tactical support for displacing the competitor at key Home Center retailers, along with a parallel launch to distributor channels targeting pro contractors.
Image Industries
One of the leading manufacturers of stud welding equipment and fasteners reached a growth plateau, with several marketing issues identified. A confusing name and tagline with no reference to stud welding. Inconsistent marketing implementation. Poorly executed marketing programs.
Impaxx Packaging
Impaxx is a holding company with ten separate divisions, each with its own product line, target market and identity. To consolidate its various entities, the company formed the Impaxx Packaging Network, which only served to confuse the market, including potential customers.
Intermatic
Intermatic manufactures a broad range of energy control products, including lighting control systems, switches, timers, photo controls, security alarms and pool & spa controls. They also manufacture
Malibu® low voltage outdoor lighting. However, since Intermatic products are sold exclusively to contractors through dealers, they needed to generate both brand and new product awareness at the dealer showroom level.
ITW Duo-Fast
The industrial division of ITW Paslode, Duo-Fast, realized it had no brand personality or discernable position. When it comes to marketing tools to pro contractors, it’s a safe bet that durability and performance features offer great appeal. But is the message differentiated from competitors that may communicate similar messages? The answer is YES if messaging talks to contractors on a personal, believable level.
KaVo
One of the leading professional dental brands in the world, KaVo has been manufacturing a line of premium equipment for the dental operatory in Europe since 1909; however, it didn’t enter the highly competitive North American market until the early 1970’s.
Label-Aire & Trine
Label-Aire and Trine–two distinct, established packaging equipment companies–were purchased by Impaxx to form Impaxx Machine Systems. Although Label-Aire and Trine both had positive brand equity, the new umbrella group had none. In addition, brand positioning and messaging was not relevant to key customer needs.
March Pump
MARCH Pump manufactures precision pumps for OEM, chemical, industrial and solar applications. The company specializes in custom-built pumps to meet unusual applications, but this critical capability was not being effectively communicated to target audiences in any of March’s marketing efforts.
Nobel Biocare
Nobel Biocare is the undisputed worldwide leader in dental implants and laboratory prosthetics. Based in Sweden and listed on the Zurich Stock Exchange, Nobel seeks growth beyond surgeons and specialists to meet financial targets.
Omron Electronics
Omron Corporation North America is a leading manufacturer of electronic components, including advanced sensors for factory automation, healthcare and automotive devices. With thousands of different products and several divisions, Omron’s advertising lacked a coherent strategy and a consistent theme. In addition, Omron found itself being outspent by deep-pocket competitors such as Rockwell and Siemens.
Panasonic
Panasonic Retail Systems division is the leading provider of computer workstations, software and related solutions to the foodservice industry. Panasonic corporate recently undertook a re-branding, with new graphic themes and tagline (ideas for life).
Tyco Electronics (Dek Div.)
With resources from an acquisitive parent, a small manufacturer of cable accessories sought to transform itself into a significant player in the burgeoning data communications market. After adding several product lines through both acquisition and internal development, Dek needed a unified and distinctive brand presence–along with a high-powered marketing program to launch into multiple new markets simultaneously.
USG SheetRock
USG Sheetrock seeks to leverage leadership in drywall and joint compound, and enter the drywall tools market. The only problem—the category is crowded with established and new competitors. Also, in addition to specialty distributors, retail (home center) channels are increasingly important volume drivers.
Vaughan & Bushnell
Founded in 1898, Vaughan & Bushnell is the world’s leading manufacturer of hammers and striking tools for the construction industry. Though very popular among older carpenters and tradesmen, Vaughan needed a new image to appeal to a younger, more transient target audience that had yet to establish any brand loyalty. Moreover, Vaughan lacked a consistent identity throughout all the various points of customer contact: advertising, point-of-sale, packaging, collateral and promotions.
Woodworking Machinery Industry Association (WMIA)
The professional trade association representing manufacturers of capital equipment for woodworking manufacturing requires effective messaging and ongoing communication campaigns that reinforce productivity and manufacturing excellence, along with content that educates end users about the
advantages of factory automation. WMIA is comprised of over 170 member companies.
BackAfterMath Claim Science
AfterMath Claim Science
Cannon Costs Solutions was a small, unknown healthcare technology company, with no brand equity. In a category dominated by large competitors, Cannon needed to stand out, and stand for something as it targets multi-billion dollar health insurance companies.
