What evidence can you share that demonstrates the impact of the engagement?
We haven’t done an internal first-launch survey, as we’ve just launched and are in the middle of all kinds of opportunities, from commercial to procurement, production, etc. The feedback’s been extremely positive so far, however. It worked really well in the spirit of the combination, and we’ve received a lot of good feedback on that, especially the tagline, “Forward together." It’s short and sweet, and globally understandable. It works in English and can be gotten in French as well. It works pretty well with our customers. I haven’t heard specifics from them, but I also didn’t hear anything negative, as we were fearing had we gone too bold or too different.
This was really helpful during the technical elements of the transition. The new logo has elements of both old ones, so it wasn’t completely unrecognizable to customers seeing it printed on our products. We’ve had small technical issues, but it’s been good overall.
We launched some of the branding from day one internally, so the brand was highly visible. The feedback we received internally was extremely positive. We’ve gotten good feedback from distributors as well. We’ve had no issues from their side, so far.
How did DeSantis Breindel perform from a project management standpoint?
The project spanned more than a year and a half, for internal reasons. We had to get approval from all kinds of external bodies. I was disappointed by the fact that we had three different project managers during this time, but I have to say that all three of them were excellent. The kind of project we were running could’ve gone wrong very quickly, but they were very diligent. I think we were a bit unfortunate to have those project management changes, but, in the end, they didn’t have an impact on the project. We received very high quality from the team working at DeSantis Breindel. I would score them higher had we not had those changes, but it was really just an annoyance, rather than an issue.
What did you find most impressive about them?
What's most impressive is the quality of their people and the genuine effort they put into understanding our company and business, which are pretty complex. We employed another agency 5–6 years ago, just for a refresh of our brand at the time, and not a merger. Compared to them, DeSantis Breindel really understood the heart and soul of this company and tried to differentiate on the people, the services, and the products.
DeSantis Breindel got the idea of our positioning, which is more on solutions, services, expertise, and customer-centricity, rather than products. They’re dedicated to articulating this positioning, and this has come through in both the verbal and visual elements of their work.
Are there any areas they could improve?
We exchanged feedback pretty well, so there’s nothing serious. I wasn’t very convinced by the first visual elements we received. Some of the graphic design and videos provided weren’t good, but we discussed it and they adapted quickly. They delivered a second round that was better than what we could’ve imagined.
Do you have any advice for future clients of theirs?
All these projects require some time to set up a broad range of deliverables. That enables DeSantis Breindel to navigate through the organization and through the customer base pretty wisely, with tact and confidence. This worked very well in getting us customer participation for interviews. Clients shouldn’t hesitate to bring DeSantis Breindel in and present a set of thick orders. They will deliver above expectations.