Client: Milliken textiles

Project: New brand launch

Objective: To establish one single brand and clarify the product range proposition following a merger

Audience: Cororates and medium size enterprises

Issues: The company had just bought a major competitor and now controlled more than 90% of the global dust mat market. There was concern that customers might react to the merger by turning to alternative smaller suppliers.
There was confusion in the market over different mat materials and performance. There was also confusion betwen the different prodcut brands in the 2 merged companies’ portfolios.

Involvement: Worked as part of the agency team in preparing a strategy to communciate the merger to wholesale customers and to rationalise the 2 product portfolios. Worked with the 2 brand teams in Denmark and UK. The plan lead to the simplification of the product portfolio and the developent of a new 4 part product concept that explained the difference between the 4 key mat types.
The products were all brought under one overall product brand (Quartex) and the individual products were differentiated by descriptive titles that clarified their performance/fucntion

Outcome: Brand and launch plans were adopted.
The agency (with our support) was asked to present the new brand and marketing strategy to all staff in Denmark & UK.

The brand was launched and the combined company retained its market share.