OEM GRAPHIC SYSTEMS | FOOD PRODUCTION
SPEEDS & FEEDS DON’T EQUAL LEADS
JBT, a pioneer in food processing, relied heavily on specification promotion or “speeds and feeds”, opening the door to “me-too” competitors offering knock-off and inferior versions of their advancements.
We needed to differentiate and demonstrate the value of their superior products to avoid competing solely on price with non-comparable equipment.
Aggressive expansion and acquisition also stressed JBT’s brand, causing confusion and impeding their ability to leverage the full breadth of their offering and expertise up and down the processing line.
A hybrid brand house/house of brands strategy built JBT recognition and equity while integrating the brand attributes of their acquisitions. A division, market, and product brand framework and an acquisition transition strategy reunified the brand.
EYE ON THE MARKET – EAR TO THE CONSUMER
We relegated “speeds and feeds” to a supporting role, changing the conversation from capital equipment costs to rapid ROI through production improvements, new product opportunities and market expansion.
That is Processing Power.
