MAKING THE MARK
Keson Industries, a leading supplier and manufacturer of high-quality measuring and marking tools, realized the need to rally behind a new brand vision for the company. Faced with stagnant sales growth, a commoditized product and disjointed brand architecture, it turned to Kaleidoscope to help the organization steer towards a better future.
Working with the executive team, we collaborated on the Keson mission and vision by identifying its market strength and relevant pieces of its heritage. It was determined that Keson had a right to be the most trusted resource for marking and measuring products, and moving forward, the brand would be built on the tenants of simplicity, accuracy and trust. The month-long strategy process provided the starting point for developing the company’s identity, brand voice and approach to future interaction with its customers and end users.
RETHINKING THE LINE
Traditionally, product lines and SKUs within the Keson portfolio were developed in response to retailer and distributor requests versus a user-centric innovation strategy. After 30 years of this approach, the company was left with a hard-to-manage portfolio of SKUs, varying pricing strategies and inconsistent packaging. Knowing that Keson wanted to become a brand-led business, our team jumped in with the intent of rethinking the portfolio from a brand and end-user perspective.
Traditionally, product lines and SKUs within the Keson portfolio were developed in response to retailer and distributor requests versus a user-centric innovation strategy. After 30 years of this approach, the company was left with a hard-to-manage portfolio of SKUs, varying pricing strategies and inconsistent packaging. Knowing that Keson wanted to become a brand-led business, our team jumped in with the intent of rethinking the portfolio from a brand and end-user perspective.
Agility in our approach was key. Although we identified the opportunity to affect multiple aspects of the product assortment, product design and packaging, the reality of resource and manufacturing constraints forced us to prioritize our efforts. We worked together with Keson to co-create a simple and smart approach to incorporating brand design principles into the existing product line to build differentiation and equity. The products are now recognizable as uniquely Keson both in retail and during use.
PACKAGING AND MARKETING PRECISION
Our insights team went deep into the trenches and interviewed end users and distributors to understand their affinity for the brand, the information required when shopping measuring tapes and wheels, and the importance of specific features and benefits. A communication architecture and key messages for the packaging and supporting marketing applications were developed against this learning. From there, our team conceptualized and executed the pieces needed for Keson to relaunch its brand. At this point, the company, the products, packaging and supporting marketing communications were aligned with the brand promise.
Our collaborative efforts with Keson resulted in a YOY sales increase of 24%.
Our insights team went deep into the trenches and interviewed end users and distributors to understand their affinity for the brand, the information required when shopping measuring tapes and wheels, and the importance of specific features and benefits. A communication architecture and key messages for the packaging and supporting marketing applications were developed against this learning. From there, our team conceptualized and executed the pieces needed for Keson to relaunch its brand. At this point, the company, the products, packaging and supporting marketing communications were aligned with the brand promise.
Our collaborative efforts with Keson resulted in a YOY sales increase of 24%.
Learn more at www.thinkkaleidoscope.com
