Mayflex: Mayflex/Excel advertising
Despite complete quality compliance, Excel’s structured cabling products were wrongly considered by many industry figures as a cheap, imported, sub-standard alternative. It was our job to assure them otherwise. We reviewed the marketplace and competition along with discussion forums, finding that there was a definite gap in the market between them and the commodity alternatives. We presented our observations and with some minor adjustments, we submitted a formal proposal, documenting the brand strategy in terms of product offering, target audience, added value, mission statement and tone of voice. With this in place, we set about consolidating the agreed way forward in internal communications (including brand guidelines and core values) and externally with a brand advertising campaign.