Brand Strategy PART 3

MAKING MAGNET: PART 1 • PART 2 • PART 3

CAMP becomes MAGNET

In becoming MAGNET, CAMP, Inc. grew by 30% and gained about 14% in revenues. Becoming MAGNET was an acknowledgment by its major stakeholders that it had developed the very best manufacturing consulting capabilities in the region.

MAGNET however was a different animal than CAMP. MAGNET embraced the public affairs of the manufacturing sector where CAMP did not. It also solidified its partnerships with other growth-oriented organizations like JumpStart and TeamNEO and with state chambers of commerce.

The MAGNET logo reflected the desire to draw in and organize resources around the manufacturing sector. This was very different from the cube, which spoke to product (or service) being delivered to clients, a more private enterprise attitude.