Discover
During the initial phase of a project we conduct meetings, workshops, and webinars with the customer to accurately determine their needs and current situation. You will discuss technology and marketing as well as roles and goals. Once you feel comfortable that you completely understand the tasks at hand, you move to define the scope of the project and agreement deliverable. I’ll use Crane.com redesign as an example.
Brand Positioning & Brand Character
Brand Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. It is also called product positioning.
Brand character is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.
Crane brand statement:
Enriching relationships through lasting personal connections, Crane brings the humanity back to the way we communicate so that we have more meaningful connections.
Brand traits:
- Uncompromising quality
- Personal touch
- Craftsmanship
- Commitment
- Innovation
- Relevance
Intimate / Emotional / Connections
Company History & Background
Crane was founded in 1801 and has a rich American history – Crane paper has been used for events from personal occasions to presidential inaugurations. The firm has a strong heritage that is not well publicized due to company policies.
Crane is the largest player in the highly fragmented stationery market, as well as the most recognized. Estimated market share of stationery market is approximately 1% however estimated market share of premium segment is 17%.
Due to its long history of hand-crafted paper products, the Crane brand is known as the gold standard in fine stationery and has been used consistently by a number of high-profile clients including the Kennedy family, Tiffany & Co. and an impressive list of past Presidents of the United States.
However, over the last several years Crane has seen a decline due to two trends;
- a decrease in usage of traditional stationery products and
- an aging customer base.
In order to remain the leader in the category, Crane needs to regain its appeal to today’s consumer by
- continuing to provide excellent stationery products
- extending their offering into newer forms of communications, and
- delivering those items online in a way that is relevant to today’s consumers.