You're Not a Commodity!
That's what we had to tell our client after more than 30 interviews and a lot of research. We needed to help them find a differentiated position to help them stand out. We discovered they were the industry yardstick, known for quality and purity, manufacturing processes that bordered on overkill, and an ability to comply with the most stringent product requirements. This unique position had, until now, resided just below the surface. We helped them bring it to light with themes and messages tied together globally. This brand expression is now the foundation for their global communications, an internal rallying cry for associates, and the basis for a creative platform that separates them from competitors’ content to compete on price.