As a leading U.S. narrow web press manufacturing company with more than 7000 installations globally, Mark Andy battled the stereotype that non-European printing equipment is “second tier. ” Mark Andy’s objective was to improve its perception as an international player.
Taking a “perception-is-reality” approach, we created a strategy that highlighted the company’s ability to provide powerful, efficient, and profitable solutions. To gain a global messaging foothold, we helped create an 8,800 square foot trade show experience, branding, advertising, messaging and naming for Mark Andy’s international service and support department, MAX. This bold promotional approach helped to move Mark Andy’s image from a block-and-tackle U.S. manufacturer, to a nimble and progressive company well suited to keep ahead of its European counterparts. This image adjustment has helped to substantially increase brand awareness, and international (and domestic) feedback has been very positive.