Downstream service requires upstream creative
Our client’s newly formed business unit was to focus solely on sophisticated aftermarket services — a big departure from its traditional, heavy industrial product groups. Defining these new service offerings so they related to customers was the first challenge. Making sure customers understand their value and uniqueness was next. What started with upstream message and branding refinement culminated in an eye-catching advertising campaign emphasizing their predictive data- and technology-driven solutions — precisely what was needed to separate this business unit from traditional equipment OEMs.