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.
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.
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.
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.
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