Brand Stories

Acme: Creating preference for a brick

You can build brand power with something as mundane as a clay brick.

BASF: Brand power rises above commodity logjam

From second tier to world’s biggest chemical company, that’s the story of BASF.

Caterpillar: Let your personality determine your voice

Construction equipment giant Caterpillar lets its personality do the talking.

Competing with yourself: The Dow Corning Story

To fend off competitors, Dow Corning created a low-cost, web-based subsidiary offering little or no technical support.

Hobart: The difference between product leader and industry leader

How Hobart turned its food equipment leadership into industry dominance

MeadWestvaco: An advertising story you can take to your banker

How MeadWestvaco made an extra $126 million from an anonymous printing paper in four years.

New Pig Corporation: Even small companies can build big brands

How Tipton, PA-based New Pig Corporation became the market leader in spill and leak containment.

Peloton: Dare to be different

Oil industry software supplier Peloton has taken a very unusual creative approach in its tongue-in-cheek campaign.