Client:
KRONE® Incorporated
Background:
KRONE was known for its connectors, patch panels, termination blocks,
and wall outlets — the connectivity components for commercial or
enterprise networks. However the acquisition of a cabling component gave
them a complete structured cabling system — and the ability to compete
at the high-end of the marketplace.
Brand
Positioning:
The new KRONE high-level system was similar to others in the marketplace,
except that an active network test procedure was performed after installation
as part of the warranty. No one else in the industry had taken this approach,
so we had a solid differentiator. The challenge, however, was to educate
the target audience about the failure of some systems to perform up to
par once subjected to the installation process (and KRONE's system ability
to both provide and prove its in-use performance).
We were charged with
developing the brand charter/identity, the positioning statement and the
message platform.
The
Solution:
The brand became TrueNet and our position statement and message
platform revolved around the brand's unique ability to document its high-level
and true performance. The new brand position and message were also tested
and tweaked through use of a series of end-user focus groups.
Armed with the affirmation
of the focus groups, we proceeded with the development of the TrueNet
Web site (linked to KRONE), advertising, sales collateral, data sheets,
a technical service manual, system warranties, PowerPoint® sales presentations,
distributor programs, white papers, 3-dimensional direct mailers, key
account sales presentation materials, trade show graphics, application
reports and a series of press releases and trade publication articles.
The Results:
Over the course of a year, KRONE greatly exceeded its sales projections
and the sales force reported that there was a "buzz" in the
industry about the TrueNet system. KRONE's competitors were also on the
defense.
|