DEP case study

Expanding a Brand

The Challenge

Reliable Floor Covering faced an evolving market in which it was increasingly difficult to compete in a cost-effective and differentiated manner. The company realized that it needed to act quickly to advance its growing position in the industry via a new and improved go-to-market strategy.

Our Solution

Sync conducted a comprehensive market assessment including brand, customer, and competitor research, in order to understand the current state of the industry and RFC relative position. Based on this research, Sync developed a growth plan and provided strategic recommendations to improve Reliable’s go-to-market strategy, including realigning its image to re-energize the Reliable brand, rationalizing its image to focus on a more vertical core market, and focusing resources on select business segments and channel relationships. Sync designed and implemented a total online/offline re-branding for Reliable which included: websites; microsites; marketing landing pages; massive email marketing campaigns; on-page and off-page SEO ranging from article writing and submission to instructional video series; and SEM display and keyword PPC management on several SE (Google, Yahoo, Bing, About, etc.).

Results

The new brand strategy hit key industry "needs" and improved channel relationships, and contributed to the company's growth in additional, untapped market segments. Reliable's "The Reliable Difference" new brand identity and positioning, has become a top recognized brand in the market segment.