People thought of Fagerdala as just a foam manufacturer instead of a protective packaging solutions provider. They faced legal issues with their foams in terms of the perceptions and ownership.
Fagerdala had a weak internal brand alignment in United States, China and South East Asia. They were just selling their services as a manufacturer and the supply chain process needed major adjustments.
To be competitive, Fagerdala wanted a unique core competitive advantage that would build on solid competency in providing their customers with a high level of convenience as a protective packaging solution provider.
We gave Fagerdala a tagline “Freedom to Focus” in which they were vertically integrated to meet customers’ needs. A comprehensive employee brand book was done for further staff training and a positive brand image was detailed to ensure brand personality for future collaterals.