ASCO Numatics, a leading global supplier of fluid automation for industry, saw the opportunity during an economic downturn to realize significant gains in sales and market shares. Planners sought a new corporate-wide positioning. This would leverage the company’s competitive advantages to strengthen its thought leadership position in established and emerging markets.
TW responded with a branding campaign highlighting the company’s competitive differentiators: unsurpassed reliability plus exceptional speed in ordering, delivery, and support. These benefits inspired a new theme line: “Right. Now.” This positioning was promulgated via print and online advertising, management briefs, white papers, brochures, trade shows, PR, social media, distributor communications, and more. It helped ASSO Numatics maintain or increase share in existing areas, and make inroads in new markets.