Creating a new, unified BMG –one BMG.

Brown Machine Group came to Willful for guidance in creating a new brand architecture and tactical marketing plan that would help unify their 5 different companies and reposition them as a market leader.

Over the last couple of years, Brown Machine Group had acquired a misfit collection of independent industrial manufacturers in the thermoforming industry. These acquired entities represented the necessary disciplines to create a true end-to-end thermoforming and automation solutions company, and it would be the first of its kind.

This group of highly skilled personnel had historically been the leaders in the development and manufacturing of industry-changing improvements for the entire thermoforming end-to-end processes, but never as one cohesive solution. The issue was that it existed as a group of separate companies—Brown, Lyle, GN, Freeman, and NAS—and needed to portray a new unified, cohesive brand if they were going to succeed in leading the vertical.

The Challenge

Brown Machine Group, as it was known, was in dire need of rebranding and repositioning in order to create a more unified, cohesive, holistic brand, and it also needed help in developing a more cohesive consumer experience that would assist in repositioning its brand as the category leader in thermoforming and automation technology and engineering. Our challenge was to make customers aware of the wide variety of services and disciplines available to them now under one brand. This would now afford them the opportunity to work with an entity that provided efficiencies they could gain by considering a full-service developmental partner in selecting the thermoforming technologies necessary for their success. The partnership paved the way for Brown Machine Group’s global brand redirect, encompassing all brand-related materials and marketing executions on seven continents around the world.

The Solution

The answer was to create a new, all-encompassing brand architecture that would be able to cradle and cohesively represent all of the companies as one unified brand structure. That was accompanied by a targeted multi-tactical marketing plan to build brand and product awareness. A completely redesigned and structured single website to represent ALL company locations and attributes around the globe, trade show materials, collateral materials, social media, print, paid media, video, testimonials, PR, blogs, and a total revamp as to how they communicated to their customer base about their technology and their new company. This sold the brand reinforcement that BMG puts the consumer in charge, while offering a true end-to-end process manufacturing solution. The brand architecture was developed, brand guidelines were created, and tactics were planned and executed in an effort to reposition the NEW brand as a unique leader in the vertical. A truly unified brand in a more cohesive offering and structure across all marketing tactics —creating one BMG.