Dayton Superior

Dayton Superior, based in Dayton, Ohio, is a global manufacturer and distributor of concrete products and accessories. Through a steady and deliberate acquisition strategy, the company has become the leader in a depth and breadth of concrete related products and solutions.

 Challenge
After completing a steady and deliberate period of acquisition, Dayton Superior experienced several growing pains.

Their brand had become fractured, and they had begun to suffer a loss in sales due to eroding brand awareness. Hafenbrack marketing was engaged to assess and then develop a new and consistent brand that would resonate across Dayton Superior’s seven divisions, an established client base and a skeptical internal audience.

Solution
Hafenbrack divisionalized the logos and identity system including developing an updated graphical look and image. The agency created a strategy and support marketing communications elements that gained acceptance both internally and externally.

The entire program was developed and implemented in a six-week timeframe – concept, strategy and positioning development, new web site, complete collateral system and delivery of a comprehensive web cast launch by the company’s CEO.

Results
The new brand was accepted across the corporation and has received positive feedback from both customers and internal audiences. The speed and value that Hafenbrack brought to the program was important to the client.