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After helping U.S. Tsubaki (UST) establish their
brand value proposition and messaging, CBD
Marketing leveraged the new brand platform to
develop a creative concept that UST could bring to
market. The creative concept was brought to life in
the form of a catalog cover and has defined UST’s
brand look and feel since.
Tsubaki “Leading the Movement” Campaign
After asking CBD to lead branding and value
proposition work, UST wanted their new
brand identity translated into marketing
materials. This transformation focused on
moving UST from a product-centric to a
partner-centric brand and served as the
guidelines for all future marketing collateral.
UST was looking for something to really set
them apart and present them as the ideal
partner for their customers.
Primary audience for marketing materials
– end users for power transmission tools
● Primary target within end users:
• Mostly male, age 20 to 40
• Modern lifestyle
• Most likely not so familiar with UST
● Secondary target within end users:
• Mostly male, age 41 to 60
• Familiar with UST
● Includes maintenance, reliability,
production engineers and purchasing/
plant managers
● Need products and expertise that
solve specific issues
● Want to work with partners that are
proactive in maintenance and are
willing to be on the floor with them
● Appreciate forward-thinking partners
who bring innovation to their
operations
● Need customizable products and are
looking for companies who proactively
offer solutions and ideas
● Want to maximize uptime and
productivity
● When it comes to power transmission
components, they install them, then
forget them
● Usually only think about power
transmission components again
when something breaks
● Want a partner who understands the
urgency and time-sensitive aspects of
their operations and is always at-the-
ready to lend a helping hand
Tsubaki “Leading the Movement” Campaign
UST Value Proposition: U.S. Tsubaki is your partner for optimizing operations. We understand
the impact that the right partner can have on the success of our end-users, which is why
quality products are just the start of our commitment. We have the largest manufacturing,
sales and support footprint in the U.S., allowing us to bring the right quality solutions and
services to you, to keep your operations running smoothly. No one has more products, on-
site services, people and innovations to help you save costs and increase productivity. We
continue to invest in our U.S. manufacturing locations year after year, because U.S. Tsubaki
is committed to the future of our customers’ operations.
UST is…
Your partner for optimizing operations. We put our knowledge, passion and innovation
into everything we do to help you get the most out of your operations.
Main Messaging Points:
● UST manufactures more products domestically than any of our competitors
● UST has the largest network of engineers ready to help solve problems and
optimize your operations
● No one offers more innovative products, support and programs designed to help
you maximize uptime, get the most out of your systems and provide demonstrable
cost savings
● We’re a forward-looking company with more people and resources focused on
the future of the U.S. power transmission and conveyor market than any other
manufacturer
Tsubaki “Leading the Movement” Campaign
CBD started by creating mood boards for various concepts
and catalog cover layouts for each. UST picked a combination
of two of the concepts.
The overall vision statement for the approved concept is:
This high-color, high-impact design exploration positions U.S.
Tsubaki as a dynamic partner always at the ready to ensure
continuous operations. Through the use of forward-leaning
lines borrowed from the logo and bright color washes within
the in-situ photography, we experience the brand’s passion
and dynamism.The use of the true-to-worklife situations
prove U.S. Tsubaki’s commitment to getting right in there
with their customers to solve problems and continually
optimize operations. Additionally, the tagline is all about the
kind of support customers should expect from U.S. Tsubaki –
and the outcomes they’re both driving toward.
The main tagline of the approved concept is:
Leading the Movement
Sprockets
Dynamic Cable Carriers (KabelSchlepp)
Backstops and Clutches
Roller Chains
Engineering Class Chains
Power Transmission Components
BRAND
DIVISIONS
Tsubaki “Leading the Movement” Campaign