Goldwind is a $3 billion, publicly-traded Chinese company that manufactures wind turbines. With #4 market share in the world, they opened up their North American sales and marketing office in October, 2010 with a US management team comprised of senior wind energy executives.
Goldwind has limited brand awareness among buyers and influencers, and they must compete with established multinationals such as GE, Siemens and Vestas for market share. To gain traction, they must convince the market they have leading-edge technology that will deliver unfailing reliability while mitigating quality concerns from a Chinese manufacturer.
Monogram created a position for Goldwind casting them as an American brand rooted in core American values of innovation, hard work and tenacity. The design and imagery featured in the communications, as well as the down-to-earth tone of voice, reflect that spirit while tackling head on the built-in biases against a Chinese company.
|© 2013 The Monogram Group|