ABG

ABG contracted me in January 2013 to lead and produce global company rebranding initiatives; a complete overhaul and reinvention of internal collateral materials, products, and online identity. They had limited marketing direction pre-2013 and were relying on late 90s-to-mid 2000s brand materials to represent themselves. Their marketing efforts were stuck in the past—and it also showed in their industries served with sales stagnant and attracting no momentum for over a decade combined with an ownership restructuring. Oh, and the national recession.

The challenge seemed daunting at first but ownership allowed me the freedom to uproot and gut its branding across all media channels. The goal to rebrand, plan, attack, and shift industries targeted along with corporate identity rebranding and new product branding initiatives commenced in 2013 and continues to this day (2020). Cause and effects of the mass marketing strategies aimed to replace aging accounts from low-profit industries with new businesses from a higher profits industry, Electric Utilities—the goal was more than successful. Branding turned around ABG and gave the company a new life.

ABG’s focused 360° brand marketing strategies successfully resulted with replacing low profit, stagnating accounts while attracting and nurturing higher profit, recession-safe clientele.