New South Construction Supply
2008 ReBrand 100 Winners > notable
Industry: Business/Professional Services - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - In a good ol’ boy’s industry of handshakes and haggling, most construction supply companies are unremarkable at best. But one regional player out West had made efforts to distinguish themselves. So New South decided they had the personality and the reputation to carve out their own unique space in the Southeast. Challenge - Create a brand that construction supply purchasers of all ranks can identify with and trust in a space that is all but devoid of identifying traits. Strategy - The sales reps considered their customers their buddies, so we created an iconic “buddy” with the strength, intelligence and confidence of New South’s owner and employees. Result - Kandu the Bear was adopted in a big way, with employees and customers alike requesting swag and plastering their trucks. And, while business has been down about 22% in the category, New South is up 6% and climbing. Credits: Client: New South Construction Supply - www.newsouthsupply.com Brand Strategist/Designer: Brains on Fire - www.brainsonfire.com [back] |
