ATORN - Establishing Product Brand Identity

The Task

Würth GMBH, is a world-class global distribution company with a sales turnover exceeding DM 10bn, employing over 41,000 people.

The organisation produced a range of industrial consumables that was to be marketed exclusively in the United Kingdom through it’s Associated Company, under the brand name ATORN.

The brand had to present a unified expression of both the organisation’s quality products and services and also position the new range in the marketplace to its customers and sales personnel. ATORN products had been designed for industry professionals to ensure user satisfaction and consistent quality throughout.

The challenges were:

• To ensure the marketing of this range reflected its-
  
  Top Quality
  Cost Effectiveness
  Availability
  Consistent Reliability
  
  
• To produce an Integrated Marketing Communications (IMC) programme identifying the innovative aspects of the company's products and differentiating them from other industrial consumables in the market 
  
• To clearly communicate brand values to the UK industrial market and to apply the new identity across a range of sales and marketing tools. 

The Solution

A complex planning and strategy process was undertaken, bringing the full expertise of The Marketing Edge’s (TME) marketing professionals together to encompass the whole spectrum of brand disciplines.

TME planned and implemented the new strategy as well as creating a sales and technical literature programme and relevant sub-branding – ‘Tools-For-The-Trade’ - for inclusion in a major through-the-line project that commenced in January 2004. 

The designs implemented throughout the work shared the values of the brand, reflecting Strength, Clarity and Uniformity. This was achieved through natural cues in ease of identity in the layouts of the literature and associated IMC elements, which was positioned to achieve the central objective for all ATORN marketing.

How our solutions achieved success

The success of the branding project may be expressed in two ways.

Firstly, in terms of bringing about a cultural change in the company’s sales force, influenced by the methodology of the campaign launch.

Secondly, with the resultant success of the launch in terms of ongoing development, ATORN continues to be an evolutionary range, increasing its number of new products to meet customer demand.
 
Sean Fennon, Group Managing Director commented,
“We are delighted with The Marketing Edge’s work. They have brought a consumer insight and a thorough understanding of our ambitions for the brand to fruition. They have challenged us to think differently. Whilst we realised the importance of retaining the loyalty of our core customer base, we wanted to inject the brand with a more contemporary feel and broaden its appeal. The Marketing Edge provided the most cost-effective solution. 

The brand is seeing rapid and continual growth, and in turn has increased our market share and profitability throughout our UK Marketplace”.