Consistency of The Brand Message Leads to a Global Brand

Consistency of The Brand Message Leads to a Global Brand

Whether the target is in China, Russia or Milwaukee, when you build a strong brand it resonates in any language

Challenge

Bronx/Taylor-Wilson manufactures steel finishing equipment & machinery for the Oil Country Tubular Goods (OCTG), Construction and Automotive industries. When they embarked on a mission to further penetrate high-growth areas in Russia and China, they realized that while they had a number of visual assets - sales collateral, ads for international trade journals, etc. - all of the materials lacked a consistent look and consistent messaging.


Ideation

Having a relevant brand presence in different countries does not mean that the identity of the brand can't be "global". Over the years, BTW had allowed their brand to become fragmented as it penetrated different countries. They needed to present "one face, one voice" to the global market - even if the language and message was tailored to serve specific countries. This consistent imagery and messaging needed to be managed in a centralized location and adjusted, as necessary, for the various international sales organizations. We developed a unified look and message to the global marketplace focusing on BTW's history of global installations and trusted technical know-how.


Execution

The national & international print campaign, international collateral program, video creation and global trade shows from Moscow to Düsseldorf and Dubai to Las Vegas helped to gain further momentum within their target markets. The company grew to over $60M in the course of 7 years - up from $15M when we first began working with them. In 2012, BTW was sold to a French industrial conglomerate and now operates under the Fives Bronx brand.

OUR APPROACH

While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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