Brand Strategy and Integrated Campaign
Brush Engineered Materials, a 70-year-old New York Stock Exchange-traded company, adopted the new name Materion in 2011.
Through acquisitions and internal initiatives, Brush had transformed itself over the previous decade from a specialty metals business into a provider of advanced materials solutions. While the Brush name had value with its legacy businesses, the acquired companies had continued to operate under their own names, so the Brush brand had no resonance for them or their customers.
The decision was made to unify all of the businesses under a new master brand, Materion. We developed a comprehensive launch plan that included an audit of existing brands as we developed a unified brand platform. We created a full set of new sales collateral, including multiple language and digital versions, plus training presentation and tools for sales, marketing and customer-service teams, and a new corporate video and annual report. We also leveraged the newly unified brand for national and local media publicity.
Materion's CEO was featured on the cover of Industry Week, and stories appeared in the Wall Street Journal and dozens of other media outlets. A brand awareness study conducted after nine months showed that the new Materion brand had awareness levels on par with predecessor brands. Plus, the ad campaign produced 18.4 million impressions, more than 26,000 click-through visits to Materion.com, and more than 600 known sales leads. The program won a national PRSA Silver Anvil Award of Excellence in the Integrated Campaign category.