EGS Electrical Group, an Emerson Company, had two 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.
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.