ETM
A Unified Brand Takes Wing
First Things First
With eagles used to name everything from clothing to condensed milk — and depicted in every corporate mark from engineering to NFL football — we knew the bird had to go. The challenge was to replace it with something new, distinctive, memorable, and utterly differentiated.
The Sky’s the Limit
As soon as we had ETM’s buy-in to transform the corporate mark and the relationships of its product brands to its company brand, we were on our way. So was ETM. All that was left was to extend the new brand ID to tactical marketing activities and let them … well … take wing.
First Things First
With eagles used to name everything from clothing to condensed milk — and depicted in every corporate mark from engineering to NFL football — we knew the bird had to go. The challenge was to replace it with something new, distinctive, memorable, and utterly differentiated.
The Sky’s the Limit
As soon as we had ETM’s buy-in to transform the corporate mark and the relationships of its product brands to its company brand, we were on our way. So was ETM. All that was left was to extend the new brand ID to tactical marketing activities and let them … well … take wing.
Identity
After we gave the eagle the bird, we replaced it with a mark deliberately more playful, more colorful, more attention-grabbing, and much less serious than anything ETM’s competitors were likely to create for an industry as conservative as insurance. It took off at once.
Web
Since the extension of the new brand conventions made ETM’s new website attractive and engaging, we populated it with content that conveyed the functional benefits of ETM’s products clearly and persuasively enough to compel prospects into the proverbial sales conversation.
Since every insurance company and every holder of unclaimed property is a prospective user of ETM’s products and services, we didn’t lack for lists of prospects. So, we teed up an ever-evolving program of email campaigns that touched on every aspect of their every need.
Case Studies
Since ETM has scores of happy customers, we created a series of case studies. We conducted phone interviews, then wrote the studies as interview transcripts. And we created a character — the Roving Reporter — to conduct the questioning.
Tradeshow Booth
ETM wanted its presence at tradeshows to be as great as the value it provides to its customers. To save money, we created its 20’ x 20’ island booth with rented hardware, delivered and set up by our vendor. All we had to do was create the graphic panels. All ETM had to do was show up.
Social Media
You might create some kind of infinity group for a company like ETM on Facebook. But you’re not going to sell its products and services there. So, we created LinkedIn and Twitter pages. And we published every item of business-worthy benefit and newsworthy substance on them.
Identity
After we gave the eagle the bird, we replaced it with a mark deliberately more playful, more colorful, more attention-grabbing, and much less serious than anything ETM’s competitors were likely to create for an industry as conservative as insurance. It took off at once.
Web
Since the extension of the new brand conventions made ETM’s new website attractive and engaging, we populated it with content that conveyed the functional benefits of ETM’s products clearly and persuasively enough to compel prospects into the proverbial sales conversation.
Since every insurance company and every holder of unclaimed property is a prospective user of ETM’s products and services, we didn’t lack for lists of prospects. So, we teed up an ever-evolving program of email campaigns that touched on every aspect of their every need.
Case Studies
Since ETM has scores of happy customers, we created a series of case studies. We conducted phone interviews, then wrote the studies as interview transcripts. And we created a character — the Roving Reporter — to conduct the questioning.
Tradeshow Booth
ETM wanted its presence at tradeshows to be as great as the value it provides to its customers. To save money, we created its 20’ x 20’ island booth with rented hardware, delivered and set up by our vendor. All we had to do was create the graphic panels. All ETM had to do was show up.
Social Media
You might create some kind of infinity group for a company like ETM on Facebook. But you’re not going to sell its products and services there. So, we created LinkedIn and Twitter pages. And we published every item of business-worthy benefit and newsworthy substance on them.
Next Steps
ETM doesn’t mean extra-terrific marketing. But we created it for them anyway.
If you’re ready to give your brand a little of that, please contact us today.