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Industrial


Manufacturing looks different these days. Automation, advanced materials, and lean processes have made your operation cleaner and leaner. Yet many of your KPIs are the same—cost, cycle times, error rates, safety, customer sat. Same for marketing. Technology has changed, but the goals—awareness, leads, conversions, channel support, customer feedback, and competitive advantage—remain.

How ITT Goulds Created a Special Day Just for Pumps
How ITT Goulds Created a Special Day Just for Pumps
See the Video That Inspired Goulds Employees, Investors, and Customers
See the Video That Inspired Goulds Employees, Investors, and Customers
Three Print Ads That Make Industrial Products Shine
Three Print Ads That Make Industrial Products Shine
Download eBook
Download eBook
Download eBook

Gregg Dinino spends his day chatting with engineers, plant managers, machine operators and magazine editors. Put his team to work for you.

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  • D3 Engineering
  • ITT
  • Cummins Power Generation
  • Second Wind
  • Thermalloy
  • General Electric
  • Pass & Seymour / Legrand
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  • Identity
  • Poster
  • Poster
  • Web
ITT Goulds: Preempting Market Disruption with Brand Reinforcement

ITT Goulds was looking to protect against market disruption during a major brand transition. We introduced several high-visibility brand reinforcement programs before the change, including Pump Appreciation Day (PAD), which featured awards, videos and customer stories, and the World of Pumps Quiz.


What changed: 10,000 quiz-takers and PAD engaged distributors and engineers worldwide.
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  • Video
ITT Goulds Pumps: Defining a Brand Identity

ITT Goulds Pumps needed to avoid brand confusion and reseat its identity following a company split. An award-winning video, “We Are Goulds,” defined who ITT Goulds Pumps was. By letting employees tell the story and featuring an underlying theme of tradition, the brand’s identity was firmly reestablished.


What changed: Pride. Every audience gained a new appreciation for what this venerable brand was all about.
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  • Print
  • Print
  • Print
Bold Ads That Connect with Engineers

ITT’s IP group was looking for a unique and dramatic way to introduce two new products. Roberts recommended breaking the industry tradition of drab product ads and dramatizing the product benefits instead.


What changed: The ad series contributed to an 86% lift in month-over-month web traffic.
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