Ensign-Bickford: Fusing Multiple Divisions Through Value Proposition

Submitted by ckwebacct on Tue, 2011-07-12 11:27
The Challenge: 

EB consists of four separate business units. While they all deal in the explosives industry, each has its own unique products, applications, markets and challenges.

The Approach: 

We formed close partnerships with each individual brand manager, getting to know every inch of their business intimately. In this type of company, it’s not uncommon for these brand managers to be equal parts product engineer and marketing professional. So it takes a unique advertising person, equal parts right and left-brained, to manage expectations. At the front lines of the relationship with EB, we demonstrated the ability to think like engineers as well as marketers, facilitating a smoother working relationship, a smaller learning curve and, ultimately, more insightful marketing communications.

The Results: 

We created the new EB corporate identity, which in its design underscored an even more important development. Just as we leveraged what we learned about one business unit to help us understand the others, we helped EB’s audiences see that leverage too, reinforcing the value proposition of the BU they most often did business with.