Challenge: Help a small internal marketing team launch a new product and distinguish/refresh the company’s 57-year-old brand.
Strategy: Convey commonly used themes like innovation and technology in fresh and meaningful new ways. Distinguish the company with unique visuals and messages.
BDN worked with Staco Systems to develop short-term solutions to meet its initial needs while mapping out a multi-year strategy for branding, marketing and lead-generation. Short-term needs included a website and broad range of completely updated collateral — a total of 48 new brand elements — all with a clean, high-tech look. It was also essential to help Staco convey its message of innovation in a fresh and distinctive way. “Human Machine Interface Innovations” became the brand promise, “Your Cockpit Deserves Better,” emerged as a theme, and both are complemented by power-packed anchor words like “Stronger” and “Tougher.”
BDN has helped Staco lay a firm foundation and will start measuring results in 2016. New lead capture has been integrated into various campaigns and performance tracking has been established for advertising. At the same time, field reports tell us the new brand platform is contributing to enhanced excitement, confidence and trust, helping sales reps open important doors.
