GENERIC TO BRAND

Channel Strategy & Content

Capability: Channel Strategy

Axiom Tools: Market StrategyMessagingLogo

Business Objective

  • Reposition an online marketer of commodity off-patent crop protection products to an international provider of premium branded products for the turf and ornamental industry

Strategy

  • Create messaging and imagery that juxtapose quality, innovative formulation technologies and cost
  • Target products to turf and ornamental industry professionals charged with reducing input costs without sacrificing quality
  • Develop a symbol type logo
  • Create a series of PR-driven sponsored content that focuses on “greater than or equal” performance

Results

  • Grew sales from $2MM to $32MM in 24 months
  • Established international distribution for 52 different SKUs
  • Purchased by Chinese conglomerate at a significant multiple

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