Re-branding produces concrete results for mixer manufacturer
Background
CreteAngle has been manufacturing small-scale concrete and composite pan-type mixers since 1956 – indeed, the company name has become the generic term for this type of mixer. The pioneering company has continually expanded its range to suit new products that require specialist mixing techniques.
The challenge
Competition, especially from China, was posing an increasing threat. Although CreteAngle is progressive and able to offer bespoke solutions to meet customer requirements, its communications and marketing materials were dated and confusing. Furthermore, it had no strategic marketing and growth plan.
The response
The process of creating a new, contemporary brand identity – incorporated in stationery, literature and exhibition stands – had the added benefit of helping to focus the company’s thinking about its overall strategy.
The outcome
Apart from a clear positioning for the brand, ably demonstrated in the interest generated at a trade fair in Germany, business development has been energised. Sales activity has been given a new impetus and there is increased confidence and motivation among both management and employees. The company is on track to increase sales by 10% per year.
Download the CreteAngle case study
Tags: creteangle, designing demand, generate
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