Our client, a large U.S based manufacturer, had an iconic industrial brand that had grown somewhat tired and stale over time. As a result, sales were declining and customer defections were increasing. They needed to revitalize the brand and reenergize employees, customers, and distributors.
We designed and deployed both qualitative and quantitative research instruments targeting end-users, distributors, and specifiers. Then, based on research findings and analysis recommended new brand positioning and a multi-year marketing plan. We also upgraded their methodology of customer satisfaction research and reporting and integrated continuing research feedback mechanisms into digital marketing tools and process improvements.
- A new logo and tagline
- A new brand positioning that was relevant and actionable to all target audiences
- A continuous satisfaction and brand insight feedback mechanism that is used to make course corrections and measure progress
- A database of engaged customers for use in marketing efforts