Apache is huge into rubber. They’re a leading manufacturer of rubber hose, rubber belting and cut rubber parts, and when we started working with them they’d just gotten larger through multiple acquisitions. They were in need of an evolution of their brand to integrate this new direction into their corporate structure and create a fresh approach in the marketplace.
What’d we do? We threw on our research hat and got busy. Qualitative research, competitive audit, brand audit, employee interviews, customer interviews — all to better understand the company, their competition and where the market opportunity existed. In the end we recommended that they rebrand the company to better reflect their new global direction.