SUPERHEAT

Project Description

Superheat, a global heat treatment service provider was in need of better positioning their brand and communicating the value of their innovation in heat treatment technology to its audience. Superheat has helped define new welding standards, establishing them as a leading provider of mission critical services that support processes used across a wide range of industries.

Challenge

Superheat was facing three major challenges:

1. The Marketplace: Increased demand during the past three years will drive up the price of heat treatment services, while non-core manufacturing process outsourcing will drive sales.
2. Competitors: More innovative are quickly catching up and may be taking the lead on technology.
3. Superheat: The two above challenges required Superheat leadership to see “where the puck is going” to remain competitive.
   

Solution

Based on the analysis of the heat treatment industry and understanding of Superheat’s target audiences and brand essence, a marketing strategy was developed to outline what steps they must take to meet the above challenges and develop a new brand.