We transformed WRCA into the WireCo WorldGroup. Building a positioning around global availability, we clarified the company’s go-to-market brands, created a new visual system and established a platform for growth.

Situation

The world’s largest manufacturer of wire rope, WireCo WorldGroup, formerly known as the Wire Rope Corporation of America, Inc, had grown substantially through acquisition. With a large and complicated brand architecture, WRCA was not using its brands to strategic advantage. They engaged CoreBrand to completely evaluate and optimize their corporate and go-to-market brand portfolio, develop a corporate positioning strategy to differentiate the company and provide criteria for evaluating the corporate brand.

Solution

We oversaw worldwide quantitative customer research to understand buying drivers and decision-making at both the distributor and customer levels, and conducted a complete audit of existing organizational and product names and brands.

The WireCo WorldGroup product brand was elevated to the corporate level, and a completely new go-to-market architecture eliminated the confusing practice of product “badging.” The new branding structure integrated acquired global brands — Camesa, Casar and WireLine Works — but allowed each brand to stand for a clearly differentiated value proposition.