- Brand positioning
- Brand usage and guidelines
CASE Construction aspired to be the go-to equipment manufacturer for road and bridge construction. But making equipment that builds infrastructure isn't enough to differentiate your brand. You also have to build relationships with your audience. Our objective was to make CASE Construction Human Interesting by establishing an authentic, professional and personal relationship with their audience.
To gain credibility, a relationship-based brand positioning was refined. ‘Professional Partner’ incorporated a human element that made our brand promise both authentic and actionable. CASE Construction now had a strategic position that solidified its place in the market: Stronger Everywhere. The brand's strength continued in the marketplace with high-visibility advertising, consistent messaging, and strong, enduring solutions that connected with both internal and external audiences.