case studies
adidas | GSW | Benjamin Moore | Advocis | Coretec | Naylor | Oxford Properties
Coretec
"Clarifying who we are and how we differentiate ourselves through the branding process brought our business a whole new strategic weapon."
- Paul Langston, President, CEO & Chairman, Coretec Inc.
Through internal growth and several acquisitions, Coretec has become one of the largest producers of printed circuit boards [PCBs] in North America. They offer design, consulting, education and rapid-response manufacturing to the electronics markets through facilities in Canada, the United States and Europe.
Clarification of the positioning of Coretec’s brand was undertaken to address key business issues: integration, morale and external awareness. Coaching began at the senior level, with general education about brand and the key drivers affecting a brand’s growth and maintenance.
Through the identification of three core pillars of their business – Time, Technology, and Value Added Services – individual plans were developed with Coretec employees in each operating division to entrench the three pillars into everyday behaviours that make up the life of the brand. To accomplish this, a new positioning statement was introduced which articulated Coretec’s promise to both internal and external stakeholders: how far, how fast?
The impact of Brand Coach’s work was felt throughout the entire business. It created linkages and rallying points, where none existed, and was a new source of energy and pride.