CASE STUDY

The Challenge

Eighty years of recognition as the leading brand in a well defined market is a very good thing; unless you want people to appreciate that you’ve changed in some pretty important ways. A $4.4 billion manufacturer, with 80 years of established market dominance, has spent more than a decade transforming its business model, its capabilities and even its target customers. Now its image must reflect its new capabilities and growth potential, to ensure that investors and other key audiences respond to the change.

The Strategy

Through a comprehensive campaign which includes, media briefings, conference presentations, and marketing initiatives, build awareness of how the company’s transformation is being felt in target markets and how its new capabilities are benefiting their customers.

The Outcome

A number of “A” list journalists begin following the company’s transformation. The character of the resulting coverage is both positive and accurately portrays the change in the company’s business model.