Client
Easywell Solutions, supplier of swelling elastomer technology for downhole isolation to the oil well industry.
Challenge
Easywell was a niche technology specialist with little brand visibility and negligible marketing spend in an industry of giants. In 2004 turnover was £11million. Externally the challenge was to accelerate take-up of a new technology in a traditionally conservative, risk-adverse sector. Put simply: to use the benefits of Easywell's breakthrough technology to change the game. The first challenge was to convince the board that investing in marketing was as a value creator in its own right. To make the brand impactful, with relevant and meaningful messages we had to create a unique positioning that was going to facilitate product introduction and an international image that would attract high quality employees.
Results
Turnover tripled over 18 months from US$13m in 2004 to US$38m in 2005. In conjunction with outstanding technology Easywell was able to use its clear positioning and messaging to explain its complex technical solution, assisting new and international contract wins. High brand visibility accompanied with the Easywell brand values were integral to attracting industry leaders to join their fast growing management teams. When oilfield giant Halliburton acquired Easywell in October 2005, the price included a significant premium for brand equity. As testament to the visibility in the market, the new owner has retained the brand.
Deliverables
Competitive positioning - Brand strategy - Brand identity - Brand Guidelines - Corporate Folders - Capability brochure - Case study sheets - Product spec sheets - Website - Animations - Branded exhibition stands - Positioning and Product Advertising
Easywell Solutions, supplier of swelling elastomer technology for downhole isolation to the oil well industry.
Challenge
Easywell was a niche technology specialist with little brand visibility and negligible marketing spend in an industry of giants. In 2004 turnover was £11million. Externally the challenge was to accelerate take-up of a new technology in a traditionally conservative, risk-adverse sector. Put simply: to use the benefits of Easywell's breakthrough technology to change the game. The first challenge was to convince the board that investing in marketing was as a value creator in its own right. To make the brand impactful, with relevant and meaningful messages we had to create a unique positioning that was going to facilitate product introduction and an international image that would attract high quality employees.
Results
Turnover tripled over 18 months from US$13m in 2004 to US$38m in 2005. In conjunction with outstanding technology Easywell was able to use its clear positioning and messaging to explain its complex technical solution, assisting new and international contract wins. High brand visibility accompanied with the Easywell brand values were integral to attracting industry leaders to join their fast growing management teams. When oilfield giant Halliburton acquired Easywell in October 2005, the price included a significant premium for brand equity. As testament to the visibility in the market, the new owner has retained the brand.
Deliverables
Competitive positioning - Brand strategy - Brand identity - Brand Guidelines - Corporate Folders - Capability brochure - Case study sheets - Product spec sheets - Website - Animations - Branded exhibition stands - Positioning and Product Advertising
