Description: Creating a brand preference
Objective: Brand differentiation
Business segments: Global Naval & Marine engagement cycle: awareness, consideration, and purchase
Target customers: Naval architects, Material specifiers, and government officials
Engagement channels: Exhibits, online & print advertising, organic search
Differentiating the SOLIMIDE brand based on product performance.
Engaging international customers presents a new set of challenges for companies operating in the naval procurement environment. Development cycles are long and programs are subject to numerous external influences that can determine the final outcome for specified materials.
SOLIMIDE® polyimide foam was developed for NASA during the Apollo space program. Because of its unique physical characteristics and molecular composition, it soon became the insulation material of choice for U.S. Navy programs.
For years SOLIMIDE was considered a restricted product, limiting sales to foreign governments. Several years ago the restriction was lifted, opening the door for SOLIMIDE global branding.
The first step in creating a brand preference with naval architects and shipyard material specifiers was to differentiate SOLIMIDE foam from its main competition, marine grade fiberglass.
To tell SOLIMIDE’s brand story, a video was created comparing SOLIMIDE insulation systems performance characteristics to competitive insulation products. Going beyond features and benefits, the brand story focuses on the design challenges native to the harsh marine environment.
A two-prong media strategy was developed using regional naval publications and a global website. Jane’s Fighting Ships website was selected as the main conduit because of its reach in the target sector and subscription base of global material specifiers and influencers.