meridian
Case Study
What we did
Umbrella Brand Structure
Brand Surveys
In-Person Workshop
Business Strategy
Brand Strategy
Audience Development
Visual Brand Identity Refresh
Division Branding
Brand Guide
Video Content
Marketing Assets
Print and Digital Ads
Communications Strategy
Communications Handbook
Internal Roll Out Strategy
Collateral
Overview
Meridian, a leading force in the adhesive solutions sector, encountered a formidable hurdle stemming from its fragmented brand presence following the acquisition of over 17 companies.
Despite solidifying its position as the third-largest adhesive company globally, the lack of cohesive branding across divisions posed a significant challenge. Each acquired entity operated under its own brand identity, resulting in a disjointed organizational structure and a disparate communication strategy. With no clear alignment or correlation to the overarching Meridian brand, the company faced obstacles in effectively conveying its value proposition to diverse audiences. Embracing a portfolio-centric approach over traditional sub-branding terminology, Meridian aimed to establish a unified brand identity that resonated across its extensive portfolio of offerings.
Seeking to address these critical issues and take on a global approach, Meridian sought the expertise of Good Grit Agency to redefine its brand identity and streamline its communication strategy.
refreshed brand identity
division branding
mission statement
We provide leading adhesive solutions that enhance daily life on Earth and beyond.
vision statement
To lead the global adhesives sector through our commitment to innovation, operational excellence, and unwavering customer centricity.
The Problem We Solved
Meridian lacked a unified brand presence, resulting in confusion and inconsistency across its divisions. Good Grit Agency stepped in to provide structure and clarity, aligning Meridian's messaging and visual identity to foster a cohesive and collaborative environment.
The Challenge in Solving the Problem
The challenge lay in creating a streamlined process for acquisitions and ensuring brand consistency amidst rapid growth and expansion. Good Grit Agency needed to develop a strategy that would not only unify Meridian's brand but also instill confidence and clarity in its stakeholders.
audience avatar development
Results
Through collaboration with Good Grit Agency, Meridian successfully attained its primary objectives, transforming into a unified umbrella brand with a clear organizational infrastructure.
By adopting a structured brand development approach and crafting a cohesive golden thread narrative tailored to each core audience, Meridian enhanced internal collaboration and external communication clarity. Good Grit's implementation strategy, particularly focused on the sales teams, effectively showcased the full spectrum of Meridian's product offerings, facilitating cross-selling opportunities and paving the way for global expansion. As a result, Meridian achieved heightened brand recognition, increased stakeholder confidence, and improved operational efficiency, laying a robust foundation for future growth endeavors.
