LATEST WORK
see morePrecise differentiation for corporate brand
Fläkt Woods: new integrated positioning for building services targets
An international company formed from two distinct areas of specialist air management technology: air climate and air movement.
Leading the world in fans, ventilation and air handling. But, in the UK, still looking for a united focused platform on which to compete effectively against strong competition.
Our Task
The initial agenda: review the component parts of the existing brand proposition.
To do so, apply our SCiLS© planning technique for marcoms strategy.
Use this tool to weed out ineffective, wasted investment and conflicting messaging. Then devise a coherent new direction for coordinated implementation.
Action and Output
- Integrated positioning: re-defining the precision of the engineering and functional solutions.
- Modern new look literature portfolio to cover all system categories: strengthening integration of the various technical competences.
- Corporate and product level online and offline marcoms, including extensive PR: emphasising Fläkt Woods expertise in energy efficiency and technical performance, to build differentiation.
Result
- New UK identity also adopted and rolled-out across Europe.
- 30% increase in UK orders – in a year when the market declined by 2.5%.