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| GBI Brand and Marketing Strategy |
Ground Breaking Innovations (GBI) collects, processes and analyses data from mining equipment to help mining companies improve productivity and implement more effective operations.
Following a period of rapid growth, including expansion into international markets including South Africa, GBI identified the need to refresh its brand and adopt a formal marketing and communications strategy to support its next growth phase. In particular, the organisation identified the need for a brand strategy to support its growth and diversification into new sectors in the mining industry and develop a positioning statement to clearly articulate its unique selling proposition (USP).
GBI engaged Three Plus to develop and implement its new brand identity and strategy. Three Plus’ goal was to create the best environment within which to implement a new brand to support the organisation’s business objectives and harness support from its key stakeholders.
The timely and coordinated implementation and brand activation of the GBI brand strategy has helped to put the organisation in the best possible position for future growth. The consistent representation of the new brand and single positioning statement is helping to address the issue of ‘brand fog’ that surrounded the old brand mark and multiple positioning statements.
The modern lines and fresh design of the new brand mark is helping to reinforce the innovative nature of GBI’s business as well as support its plans for expansion and diversification into new markets.
The new brand has been received positively by the organisation’s key stakeholders – particularly its staff and clients.
The implementation of the new brand strategy has provided a foundation for GBI to begin positioning itself as a thought leader in the mining intelligence space drawing on its data and analysis.
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