The Challenge: Our client, a supplier of electrical components marketed through numerous product brands, was looking for a strategy to enhance and leverage its corporate brand. The new corporate brand position needed to meet multiple criteria: believable, relevant to all constituents (end customers, channel, employees, etc.), differentiating, additive to product brand positioning, and sustainable, while also capable of leveraging product brand perception.

Assessment: Blue Canyon performed workshops with the client to determine its desired corporate brand positioning as well as evaluate its competitors’ brand positioning.  Blue Canyon completed a significant number of interviews in the marketplace to assess current brand perceptions and customer needs to develop an effective new corporate brand position for the client.

Strategic Solution: Through benchmarking of best in class industry performers Blue Canyon provided the client recommendations for a new brand architecture that would both enhance the corporate brand and reflect best practice processes for brand stewardship going forward.

Results: The client implemented the brand strategy, rationalizing its brand structure and enhancing its stature in the market against its competition.