The Ryder Cup
July 13, 2013
WHERE LEGENDS ARE FORGED
Opportunity
This venerable brand was schizophrenic. The brand, owned in Europe by the European Tour and the PGA of Great Britain & Ireland and in the US by the PGA of America, was actually two different brands, with separate logos and sponsors. This severely diluted the value of this global icon.
Catalyst
We joined with the owners to transform this schizophrenic brand into an integrated global asset capable of capitalizing on its iconic heritage. We captured the essence of the brand for golfers and fans in a new global tag line, created a dynamic new brand identity, built an integrated merchandizing strategy with a new global sponsorship tier and defined the brand experience both at the venue and in the virtual world. This new brand was formally launched with the 2012 match at Medinah, which will go down as one of the most memorable in history.
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Novelis
IGNITING DEMAND ACROSS THE VALUE CHAIN
Opportunity
CEO Phil Martens and his team readied Novelis for growth through a two pronged strategy. In established markets, growth would come by forging broader and deeper relationships with existing clients. In new markets, growth would result by engaging new targets through the promise of more effective and sustainable solutions.
Catalyst
We were invited to help fuel this growth. Our analysis revealed that our collective task was simply to tell the organization’s story more effectively. Novelis offered a material advantage for its targets along each stage of the value chain, but was reluctant to assert this unique advantage. We built a branding and engagement program to celebrate the organization’s progress and assert its value for all targets. For customers, Novelis is a catalyst for innovation. For consumers, Novelis enables distinctive products that deliver the performance and aesthetics they seek while allowing them to do what’s right for the world. For society overall, Novelis is a force for recycling and re-creation, dedicated to securing more sustainable future. For all, Novelis delivers a material advantage. It’s not just aluminum, it’s Novelis Aluminum.
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Shaw
November 12, 2012
COACHING TO REIGNITE GROWTH
Opportunity
The Shaw family built a successful business in Western Canada by serving customers as good neighbors. This “one of us” positioning helped to build solid and enduring customer relationships. However, growth was slowing with changing consumer behaviors and the incursion of new competitors who leveraged new technology and discounts to lure customers away. Leadership looked to a new CMO and his team to help stem this tide and reignite growth.
Catalyst
We were invited by CMO Jim Little to coach his all-star staff and talented agency, Rethink in developing the integrated brand, engagement and custmer experience plans needed to reignite growth. Together, we examined the market psychology, competitor positioning and Shaw’s capabilities. From this, we buttressed the firm’s long standing good friend positioning, consilidated branding architecture under the Shaw brand to convey the breadth and depth of value offered across the firm, built a compelling new engagement program featuring a new identity and advertising campaign and created a rich new customer experience management program to increase satisfaction and reduce churn. The early returns validate the engagement and retention value of the new Shaw. With Shaw, you’ll never miss a thing.
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Aremi Group
May 5, 2012
FUELING PASSIONS
Opportunity
ICANN’s decision to expand the universe of top-level domain names unlocked opportunity for entrepreneurs. Aremi’s challenge was to distinguish their offer to secure a meaningful share of the new demand ignited through ICANN’s initiative.
Catalyst
We examined the market psychology and uncovered a distinctive opportunity for a new .art domain. Aremi’s unique targets – artists and art lovers – seek new and highly visible opportunities to share their creations and collections. The new .art domain would provide a perfect opportunity to fuel this desire. We simply needed to build visibility for the new offer and convey its distinctive value proposition to ensure its success. Our goal was to capture immediate attention and hold that attention throughout the process of securing the right to own and market the new domain. We designed a compelling engagement program that leveraged a highly creative identity system and distinctive social media program to build interest and motivate curators and creatives to secure their very own .art domain name.
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