Dalco Metals, a leading steel processor located in Southeastern Wisconsin, serves steel fabricators and OEMs throughout the Midwest with its mix of advanced processing capabilities, customer service, and quality. When it commissioned a ground-breaking piece of equipment that would provide companies with a way to stretch and level large pieces of uncoiled steel to exacting specifications, it hired Ady Advantage for some equally ground-breaking creative and marketing support. During the research phase, it became clear that in addition to launching this new piece of equipment, the company’s overall marketing and branding needed a retooling and re-launch. In response, Ady Advantage developed the original positioning, branding, and marketing plan for the product launch, as well as a new website and sales literature.
THE HOWARD COMPANY
The Howard Company put a lot of effort into making sure its customers were happy; however, it neglected its own brand and identity. The company’s logo, brochures, and other marketing materials were dated, and its brand portfolio was an amalgamation of three decades of names and logos created to appeal to specific customers and segments. Ady Advantage conducted internal interviews and customer research, and developed a complete brand profile and streamlined the brand architecture, including a new logo, tagline, and brand book that their agency used to create a new website and other materials. The Howard Company Case Study.