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Brand Strategy

Breakthrough, well-executed B-to-B marketing is alive and well – it’s just harder to do correctly. We assume that’s why you’re here. Today, B-to-B marketers must acknowledge that business customers are simply more distracted than ever. Which means a clear, distinctive, and 100% relevant brand strategy is not only a good idea, it's absolutely mandatory. At Symmetri, we uncover every fact and sweat every detail to help you create a brand strategy that differentiates you from your competitors.
  • Customer Insights
  • Brand Positioning
  • Brand Architecture
  • Key Message/Value Development
    • EGS Electrical Group O-Z/Gedney Brand Promise - Symmetri Marketing
    O-Z/Gedney’s Brand Promise
    EGS Electrical Group Appleton and O-Z/Gedney Brand Designs - Symmetri Marketing
    Appleton and O-Z/Gedney Brand Designs
    EGS Electrical Group Appleton Print Ad - Symmetri Marketing
    Appleton Print Ad
    EGS Electrical Group O-Z/Gedney Print Ad - Symmetri Marketing
    O-Z/Gedney Print Ad
    EGS Electrical Group Positioning Issues - Symmetri Marketing
    Positioning Issues
    EGS Electrical Group Advertising Issues - Symmetri Marketing
    Advertising Issues
    EGS Electrical Group BrandReveal Process - Symmetri Marketing
    Our BrandReveal Process
    EGS Electrical Group Appleton Brand Promise - Symmetri Marketing
    Appleton’s Brand Promise
    O-Z/Gedney’s Brand Promise
    Appleton and O-Z/Gedney Brand Designs
    Appleton Print Ad
    O-Z/Gedney Print Ad
    Positioning Issues
    Advertising Issues
    Our BrandReveal Process
    Appleton’s Brand Promise
    SchawkEGS Emerson

    EGS Electrical Group, an Emerson Company, was struggling in a rapidly commoditizing electrical products industry. They had multiple brands carrying similar product portfolios, being sold through similar distribution channels. They also had intense competition, which was driving the price down on its two premier brands – Appleton and O-Z/Gedney.

    By leveraging the considerable heritage and strengths of both brands, Symmetri differentiated them by focusing on distinct marketplaces--not “everything to everyone” but fulfilling specific needs. Appleton’s brand promise became “trusted protection” for the industrial marketplace, while O-Z/Gedney’s brand promise became “durability assured” for the commercial and infrastructure marketplace.

    The brand positioning enabled EGS to focus its marketing efforts with distributors as well as in key vertical markets. The foundation established by Symmetri is currently providing focus for international expansion.

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    Our journey has been focused, yet diverse. We have walked a path that has provided us a deep understanding of the environment and challenges you face. We have the opportunity to see and learn where others have succeeded and failed. Whether creating distinct sub-brands for an industrial electrical components giant, to helping some of the world's leaders in dental technology launch breakthrough professional products, our experience has always steered us toward one goal: to drive sales.


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