Manitowoc
Helping a global construction brand reach higher
Over the last several years, Wisconsin-based Manitowoc Crane had made a series of acquisitions that expanded its geographic and capability reach and catapulted the organization into a global leadership role. These acquisitions included Grove, National Crane and France’s Potain.
Challenges
Develop a comprehensive global brand strategy and implementation program to meet the business and marketing needs of this dramatically changed organization.
Actions
Created a unique, relevant and differentiating positioning platform that brings the company to life in the eyes of its key stakeholders — internal and external
Clarified and created consistency in Manitowoc’s brand architecture approach and presentation
Re-energized and aligned messages to key audiences
Modified the identity to better support the new brand positioning
Developed a visual system that is expressive, efficient and simple to use
Educated employees and agencies about how to bring the brand to life in communications with internal and external audiences