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Insotect

Situation

With 30 years of experience and an extensive list of world-class clients, Tungsang International has become a global leader in the field of insulated outdoor gear innovations and manufacturing. Despite being a forerunner in technology and manufacturing, Tungsang had never been a player in consumer product marketing or branding. They decided it was time to expand their business horizons with a plan to step into the world of consumer product branding. Formation SD was invited to help realizing this dream.

Challenge

Serving numerous world-class outdoor lifestyle brands such as Marmot and Montbell, Tungsang wanted to create a new consumer brand that would not compete in the categories their valuable manufacturing customers were in. Furthermore, they wished this new brand could find its way in a position to further enhance the value of their manufacturing customers' products. Ultimately, Tungsang was seeking for the formation of a win/win situation from this new branding project. This new branding's level of sophistication was so high that Brand Advantage™ Stage 3 was commissioned to ensure the highest possibility for brand success.

Brand Advantage™

We began by helping Tungsang determine that Ingredient Branding was the best strategy for enhancing both existing and future client relations, since it does not overshadow but empower the product brands of its clients. We also concluded that a dynamic brand architecture, where a primary brand concept would endorse various interchangeable subordinate technologies, would provide the most expandable and efficient branding roadmap for this promising new brand. Furthermore, we identified the dynamics of how the new brand's image would be distributed to and experienced by its target audiences so the brand's source of focus and efficiency could be determined.

Having set the primary brand strategies, we then created "Insotect" to be the name of the primary brand concept, which implied the distinctive concept of "Insulation Architect" to signify the important role this new brand was going to play in the outdoor gear industry. Finally, after extensive research and creative thinking, we determined that the single word "Breakthrough" would be the most ideal choice for the BAM™ (Brand Advantage Motivator™) of the brand, as it sincerely reflects both the forward-thinking character of the brand's management and the advanced innovation of the brand's offerings.

The power of the "Breakthrough" BAM™ was immediately resonated by numerous aspects of Insotect brand development. Virtually all Insotect brand touch points, such as product packaging, hangtag identification system, catalogues, point-of-purchase marketing materials, mass print advertising and website, were revolutionary in design yet visually synchronizing with each others as one. But perhaps the most significant design breakthrough was our creation of Insotect's advanced visual identity system, which permanently features the universal Insotect visual symbol plus controlled spaces for flexible integration of any chosen subordinate insulation system brands. The result is a powerful new industry-leading ingredient brand system with impact, efficiency and flexibility for growth for the long run.

As Brand Advantage™ Stage 3 ultimately aims at establishing brand leadership for the clients it serve, we immediately integrated a wide range of brand marketing and management measures, such as communication planning, media relations, advertising and BASE™, right after the establishment of all primary brand identity elements to ensure the new brand's steady growth towards its prospect brand leadership.