July 2010
We recently completed an important project for Sonatest, the world's leading manufacturer of Ultrasonic Testing Equipment. Our task was to develop a value proposition and new name for their latest product innovation and then to help them manage an effective product launch this summer. This is an important new product in their line up. It is sometime since they launched such a significant product and the market has been waiting eagerly for its arrival. We developed a proposition that reflects the quality and unique ergonomic standards of their design and ask the question "why isn't all Phased Array made this well?". We named the product "Veo" and created the campaign strapline "Now you see it"- which is a pun on the patience of the market and the capabilities of the product, which works like an ultrasound scan to see surface blemishes more easily.
We recently developed a new value proposition for Abeo Consulting. The change management consultancy is itself evolving, with new partners coming on board and a clear new strategy for the business taking shape, they wanted help capturing their brand essence and articulating their new proposition. The company helps its clients bring together the efficiency of well-managed business systems and processes with the effectiveness of a well managed and engaged people culture. Our solution focused on elevating belief and recall for the name while celebrating the 'Absolute Performance' the Abeo Consulting approach delivers to its clients.
In May this year, we were pleased to learn that the board at Commoditrade has approved their name change to Mentum Inc. We developed their brand strategy and ran naming workshops with them in 2009.
After winning a three-way tender to develop a brand identity for Healthy Incentives, at the tail end of 2009, we are now working on their website. The primary aim is to support a sales initiative to help raise awareness for their accomplishments in preventing smoking in pregnancy, among other things. The site is being built in Google Apps, at the clients request, to ensure they are able to update and maintain it themselves.
We are very please with the work we did for Stellarise. A firm of IT consultants based in the City of London. We continue to do small bits and pieces for them as they grow in confidence with their new name and identity.
We were recently approached by Sparkle Coupon Services to help communicate its service offering and then create a sales presentation for Dubai. The company has developed a very interesting product, designed to support a more effective coupon transaction solution for marketers and the new emerging markets are their primary audience for this.
We continue to grow and develop Interrelated as a community of world class strategic brand management consultants. The company is developing links with India and Russia and the growing team has also worked on a number of opportunities in the UK.
Mark Wing was recently invited to join the roster of Design Associates supporting the Designing Demand programme. This plays to his interest in supporting small and start up businesses while allowing him to network with a nationwide group of design agencies, both large and small.
The Brand Network (our on-line community) continues to grow in strength and numbers. We have over 700 members online who come from all over the world to participate in discussion threads in the forum. And, recently, we have managed to meet, in The Ship in Fitzrovia London, for talks and discussions about brand related subjects almost once a month. The most recent have focused on the way marketing is changing as a result of new online tools and services coupled with the growing interest in social media.
We have been developing an exciting seminar product for SME's interested in better understanding why brand is not just for the big boys. It is being designed with the help of Lin Sagovski and Giles Calver to ensure it has a strong interactive and engaging quality, to ensure it stands out as unique. Contact Mark for more information
We recently updated our website to include some new project case studies. These include our recent work for Sonatest Veo, Healthy Incentives, Stellarise and the Accidental Salesman. We have also finally got round to adding some material from the past, which we are particularly proud of, under the Archive section too. Please feel free to browse.
Follow Mark on Twitter; @markwing