B-to-B case history, Repositioning to a Greener Brand, Godfrey marketing communications

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Repositioning to a Greener Brand
nora® Rubber Flooring

Challenge:

nora® Rubber Flooring, a division of Freudenberg Group, is a well known brand throughout Europe. The German brand image was built on functional superiority. But after talking with U.S. sales reps and their customers it was clear that architects needed to specify sustainable, environmentally friendly flooring. And they were looking for new styles, textures and more colorful choices. The brand needed to be repositioned to take advantage of this new opportunity.

Godfrey Solution:

With the trend toward greener building practices, in order to make nora the resilient floor of choice it was clearly the right time to realign the nora brand image. To be successful the new positioning needed to convey both style and sustainability.

Because rubber flooring is environmentally friendly, our creative challenge was to align Nora's brand image with the natural environment.
To do this we created a new look for advertising, direct mail and interactive elements. We combined imagery from National Geographic with installation photography to convey the idea of flooring in harmony with nature.
An integrated PR program brought nora's contributions to greener flooring solutions into focus in Architectural and Interior Design print and Web media, especially in strategic markets such as healthcare and education.
An environmentally themed permission marketing program featured a monthly e-newsletter and Web section called Designer's Notebook. This program highlighted current installations and greener flooring solutions.
We designed a nature inspired trade show exhibit and Flash loop to create a green brand experience for trade show visitors.

As a result of this branding effort nora saw a significant increase in interest in their products. North American sales outperformed all other regions of the world including Germany, where brand awareness is highest.

This program also won the "Best of Division" designation as the highest-rated entry among "Total Communications Programs over $200,000" in the Business Marketing Association's 2007 Pro-Comm Awards, which recognize outstanding b-to-b marketing communications work.

Read more Case Histories about the successes our clients have had with strategically integrated programs.

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nora® Rubber Flooring Home > Experience & Capabilities > Case Histories > nora® Rubber Flooring Repositioning to a Greener Brand nora® Rubber Flooring Previous \| Next Challenge: nora® Rubber Flooring, a division of Freudenberg Group, is a well known brand throughout Europe. The German brand image was built on functional superiority. But after talking with U.S. sales reps and their customers it was clear that architects needed to specify sustainable, environmentally friendly flooring. And they were looking for new styles, textures and more colorful choices. The brand needed to be repositioned to take advantage of this new opportunity. Godfrey Solution: With the trend toward greener building practices, in order to make nora the resilient floor of choice it was clearly the right time to realign the nora brand image. To be successful the new positioning needed to convey both style and sustainability. Because rubber flooring is environmentally friendly, our creative challenge was to align Nora's brand image with the natural environment. To do this we created a new look for advertising, direct mail and interactive elements. We combined imagery from National Geographic with installation photography to convey the idea of flooring in harmony with nature. An integrated PR program brought nora's contributions to greener flooring solutions into focus in Architectural and Interior Design print and Web media, especially in strategic markets such as healthcare and education. An environmentally themed permission marketing program featured a monthly e-newsletter and Web section called Designer's Notebook. This program highlighted current installations and greener flooring solutions. We designed a nature inspired trade show exhibit and Flash loop to create a green brand experience for trade show visitors. As a result of this branding effort nora saw a significant increase in interest in their products. North American sales outperformed all other regions of the world including Germany, where brand awareness is highest. This program also won the "Best of Division" designation as the highest-rated entry among "Total Communications Programs over $200,000" in the Business Marketing Association's 2007 Pro-Comm Awards, which recognize outstanding b-to-b marketing communications work. Read more Case Histories about the successes our clients have had with strategically integrated programs.