The Journey To Create Efficiency; Ensure Consistency
For more than 20 years, we've been honing a process that begins with a blueprint. An architecture that defines and showcases how all the elements of a brand work together --- and work individually.
Beginning with proprietary discovery and research, our approach then works to isolate all subsidiary branded elements and the audiences they impact. We then build master positioning and messaging for the parent brand, and work to develop vertical positioning and messaging for those elements under the primary brand.
We then assemble this integrated information into a cohesive platform that showcases the linkage between brand elements. This platform works to create positioning and messaging consistency, but also functions to guide internal and external resources in the development of marketing and sales tools.
One Company's Journey: Spartech
In 2022, Cohesion was engaged to develop a corporate brand positioning and messaging platform for Spartech, a leader in engineered plastic materials solutions. This work was to be done in advance of a major website redevelopment project by the company.
After several months of discovery and research, including a number of 1:1 interviews, Cohesion began crafting new positioning and messaging for the company. Positioning that rested on a simple, but compelling premise: That while Spartech expertly engineers materials and solutions for the most demanding markets, it has an even greater plan. To provide intelligent and innovative solutions to make our world a safer, easier and better place to live.
It’s a company committed to one purpose. And, one promise: To Make It Better.
And so, as showcased in the platform above, positioning and messaging elements were developed from this umbrella concept.
Enter More Resources
After the development of Spartech’s positioning and messaging platform, Cohesion worked with Spartech to identify and engage a web development partner. Over the next several months, Spartech’s new website took shape and form, based on guidance from our original platform. Cohesion worked to develop additional strategic / creative direction and copy / content for the new site (shown below).
Working with an additional production resource, our work then guided the development of a video library, consisting of a primary corporate brand video (below) and a series of shorter, market-focused videos.
The Ongoing Effort
Originally identified as a corporate brand opportunity during our initial strategic work, Cohesion is now working with Spartech on a longer-term Thought Leadership program. This work propels Spartech’s vision and positioning beyond the traditional walls of its products and solutions, and works to positively address many of the issues facing the plastics industry today.
Has Your Brand Found Cohesion?
For many companies and organizations, our process represents a unique departure from the traditional agency approach. Grounding a strategic platform in work that draws from vision, mission, values — as well as business strategy and traditional marketing / communications positioning and messaging — is different. But for more than 20 years, it's been an approach that has helped build incredibly successful efforts for companies large and small. In dozens upon dozens of different categories.
If your organization could use a better way to business relevance and value, contact Cohesion.