Industrial manufacturers deserve something different. Marketing that's as rigorous and remarkable as they are. It's more than semantics: Real business-to-business companies need real B2B marketing.
And that's why we exist. Godfrey is built for the global B2B space.
Godfrey runs on a hard-earned core of industry knowledge. We perform best for a tough, international crowd. We love advancing our clients' business objectives with heavy-duty ideas and blazing fast technology. Because B2B is worth it.
B2B companies put the relief in our pain reliever, the seat belts in our vehicles and the floors beneath our feet. So we forward the distinction of B2B. With pride.
This is Godfrey's constant state of mind. Industry evangelism, manufacturer zeal—call it whatever you like. We like to call it FWD:B2B.
Challenge:A chemical manufacturer asked us to help focus their identity under a new name and a new global brand. It wouldn't be easy. This was an expansive, well-respected company with over 140 years of recognition. They needed to preserve their valuable product brand equity while going to market as a vibrant, modern organization.
Solution:We helped our client reintroduce themselves with a new name that evokes superior quality and a pioneering spirit of innovation: Avantor™ Performance Materials. A bold, contemporary logo and visual style would show a company at the top of its game.
Over the course of four months, we rolled out the new Avantor brand for internal and external audiences. This included an energizing campaign, global brand messaging, web development, digital media, event planning, sales support and a clear set of identity guidelines to make it all official.
Results:The brand has been strongly embraced, both internally and externally. The new Avantor™ microsite attracted thousands of visitors in its first month and public relations efforts resulted in more than 400 published stories.
"The Avantor rebrand was a tremendous undertaking, critical for internal as well as external audiences. With Godfrey, we were able to fully embrace our new global identity from the inside out within a matter of months." – Allison Hosak, Vice President, Global Communications at Avantor Performance Materials, Inc.