Challenge
Given the ongoing design and performance breakthroughs from the competition, Alucobond was losing market share and their reputation as an innovation leader. Plus, the commoditized nature of their product made it difficult to build brand awareness and meaningful differentiation.
Solution
We redefined the brand positioning to speak directly to the emotional needs of architects – the people who spec Alucobond into a project. After creating a new brand platform which brought this position to life, we developed a tactical program to give Alucobond’s sales and distributor partners the digital and printed tools they needed to drive awareness.
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