Brand Strategy PART 2 MAKING MAGNET: PART 1 • PART 2 • PART 3 CAMP changes... Changing CAMP, Inc. to MAGNET began with redefining what it meant to serve manufacturers. Originally a Six Sigma, Lean, Quality consulting group, CAMP, Inc. became product developers and new business incubators to reflect the changing needs of regional manufacturers into the new millennium. Changing the company meant reeducating the consultants and sales force to handle and market new services and to work together to sell each other's services. As this process moved forward, the character of CAMP's new identity became apparent. CAMP was cognitively dissonant!. It had to push both growth and efficiency, top and bottom line simultaneously. This theme played out in several ways. The ad on the right was one of my favorites. |
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