Results

The Situation. Picture this. Your company is a leader in the outdoor architectural lighting industry. Over 50 years of success in the business. In a highly competitive, multi-channel field where lots of products are dauntingly similar in look, cost, and performance. Your business is healthy. But you have the foresight to understand that, to remain competitive and grow your market share, you'll need a long-range plan. That was the situation at Hadco Lighting. They recognized that strengthening their long-term competitive stance would require in-depth brand revitalization. A fairly simple concept. But for a company with thousands of products, several generations of product literature on paper and online, and thousands of specifiers and influencers throughout multiple channels across the country … execution would be another thing entirely. It was the perfect time to open the Cimbrian toolbox. Branding from the Beginning. We began at the beginning of our branding process. We did our homework. We did focus groups from coast to coast. Then we hit the road and the Web to conduct exhaustive research for keen insight into all the channels of the business: reps, distributors, specifiers, contractors and end users. Armed with this information, we developed a powerful marketing strategy. A brand platform based on meaningful value propositions. And from that brand platform, fresh creative messaging. Together, we discovered, refined, and perfected What to Say and How to Say It.