case studies
adidas | GSW | Benjamin Moore | Advocis | Coretec | Naylor | Oxford Properties
GSW
GSW Inc. and its predecessor companies date back to 1847. For over 150 years, the company has been engaged in the manufacture of an ever changing list of consumer durable products. However, over the years the Company had become a loose collection of manufacturing entities, with little or no clear connection between them.
With the arrival of a new CEO looking to solidify the operating divisions and focus the Company through acquisitions and divestitures, Brand Coach was engaged to bring branding discipline to the process.
To grow awareness, the brand identity was updated to reflect the new promise, creating a unified look to the whole company. This common brand presence created instant recognition with major retailers, their most important distribution channel.
Manufacturing pioneers since 1847 became the positioning, celebrating both the company’s heritage and its focus on innovation. To create a purpose for employees and to encourage them to live the brand, GSW introduced the Groundbreakers Program to recognize the difference employees can make in improving operations. To date, GSW’s groundbreakers have introduced cost reductions, productivity improvements and product innovations that saved the company over $6 million the first year.
The company’s recently released financial results show a major turnaround and the renewal of a real Canadian success story.