Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of Strategy at Savage Brands and my guest again is Chris Levy, Global Marketing Director at Quest Integrity. So Chris, I am so glad you’re here on Brandonomics.
Chris: Thank you for having me.
Robin: Well I was going to say you have done some amazing work at Quest Integrity and really I wanted to talk a little bit today about where you started some of your branding challenges because I think there’s a lot of companies out there that look at their brand and say wow, it’s just no longer fitting our growth goals and we just really need to take a step back; so was it something like that for you or was it something else?
Chris: Definitely was. So Quest Integrity develops and delivers asset integrity and reliability solutions for critical assets in the pipeline process industries. And those are delivered through a set of services such as a vast engineering and assessment as well as what we’re really known for is our inspection technologies. And as a fast growth company it became evident to us over time that we really needed to make sure that our clients understood the full value proposition that we had to offer.
Robin: I’m glad that you mentioned as a fast growth company because this is you talking about the brand beyond just individual features and benefits of some of the tools and services themselves; so you got to have a bigger picture conversation I’m assuming.
Chris: Definitely a bigger picture conversation around that. So the brand idea is about more than just the products and services that our organization delivers, right? That idea has to add to the characteristics of the organization and somehow differentiate the organization from the competitive set while telling a story of value to the marketplace.
Robin: Well I’m glad that you walked us through that because I think as others are considering this process they need to remember why they’re doing this; appreciate that. Thank you for sharing. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.
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