SPEEDS & FEEDS DON’T EQUAL LEADS
JBT, a pioneer in secondary and further food processing, relied heavily on promoting specifications or “speeds and feeds”, opening the door to “me-too” competitors offering knock-off and inferior versions of their advancements.
JBT needed to differentiate from the competition 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 brand confusion and limiting 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 leveraging the brand attributes of their acquisitions. Division, market and product brand frameworks and an acquisition transition strategy reunified the brand.
EYE ON THE MARKET – EAR TO THE CUSTOMER
Our campaign relegated JBT “speeds and feeds” to a supporting role, effectively changing the conversation from capital equipment costs to rapid ROI through production improvements, new product opportunities and market expansion. That is Processing Power.
