A leading building supplies company had built a successful business for five generations. In recent years they had experienced a slower revenue growth and increasing pressure on profits due to aggressive competitive pricing and abundant supply in their market areas. They were looking for a way to differentiate their flagship product to avoid becoming commoditized. The company owner and CEO asked Jim Bandrowski and Kathleen Robinson to help his company create a compelling market brand for their product that would clearly set them apart from their competition.

Jim and Kathleen worked with the senior management team over a six-week period to help them prioritize their key market segments and to gather information from customers in each segment that would help us learn specific ways that they out-perform their competitors. Based on the input from customers and their own employees, we developed a slogan and marketing copy for three brochure versions that clearly communicated their unique, compelling, benefits-focused positioning to each of their targeted growth segments.

Jim and Kathleen designed this project as a highly collaborative venture that synergistically combined the client’s knowledge and contacts in their business and industry, with the marketing savvy and disciplined planning process that Jim and Kathleen brought to the table.

As a result of this highly successful project, the client was able to bring a razor-sharp focus to their marketing communications and relationships with their customers and prospects. The sales group had some new innovative tools and strategies not only for selling their product but also working more closely with their customers as business partners to help them build their businesses. The new slogan has created market buzz, helped build more customer loyalty and increased employee morale.