ICON Ag & Turf is an agricultural equipment dealer with multiple locations in the Midwest. The company had undergone a name change and branding several years ago but company leaders wanted to better understand if the brand they had selected was actually resonating with their customers. They also wanted to understand whether their employees were communicating that brand in their daily work. Branding research was conducted first with the owners to understand their perceptions and then with the employees in the initial research phase. Other research will be conducted with their customers and prospects to provide analysis and recommendations on moving forward.
Blue Earth is also working with the company on direct mail, print and radio advertising campaigns to help better establish the company’s benefits and key selling points.