Industrial Manufacturing CASE STUDY
Repositioning Brand For Growth
After a decade without a major launch and still recovering from a damaging recall, this industrial valve manufacturer faced a credibility crisis. With a critical new product in the pipeline, they needed to reintroduce themselves to a highly skeptical and regulated market and spark renewed excitement in a space known for caution.
WHAT WE DID
We implemented our Brand to Demand methodology and conducted deep voice-of-customer interviews across engineers, specifiers, and procurement. The insights revealed a sharp disconnect between what the internal team celebrated and what the market actually cared about. Working side-by-side with cross-functional leaders, we co-developed value proposition platforms grounded in customer priorities, not internal assumptions. We equipped the team with a full messaging system, launch toolkit, and campaign roadmap aligned to business impact metrics.
WHAT HAPPENED
The product launch was re-anchored around a clear set of value drivers that resonated with both technical and commercial buyers. The messaging and launch plan became the internal standard, and we were asked to replicate the process across the broader portfolio. The company not only restored confidence with key channel partners, but turned a recovery narrative into a challenger comeback.