Case Studies

Brand Strategy Development

Business Issue

AMD Industries manufactures permanent retail displays for clients in many industries, especially consumer electronics. Before engaging Yastrow and Company, AMD’s value proposition focused on product benefits such as the durability of its displays, the reliability of its delivery and its pricing.

Yastrow and Company’s Solution

Our research with AMD clients identified that the clients who were most loyal to AMD believed that AMD’s displays helped them capture share in the highly competitive retail marketplace. The company had the opportunity to become more valuable to its clients by fulfilling higher-level needs—beyond the basic benefits of the product.

Based on this insight, Yastrow and Company created the We Create Yes brand strategy, along with an implementation plan to help AMD evolve its company culture to support this strategy. Yastrow and Company also helped AMD evolve its entire external marketing and sales strategies to leverage the We Create Yes brand story.

Business Outcome

In the first year, AMD saw immediate and significant business growth, especially from its largest clients. Eight years later, AMD remains committed to the We Create Yes brand strategy and is using it to drive results. AMD’s case proves that a strong brand strategy can serve a company for a long period of its growth. Marc Allen, vice-president of sales for AMD, says “We Create Yes has become much more than a marketing strategy for us.It defines who we are as a company, now and for the future.”

Branding from the Inside Out

Business Issue

Heffernan Insurance Brokers is a successful Bay Area insurance brokerage with a very strong employee culture. In an industry known for commoditization and sameness, Heffernan wanted to translate the strengths of the company and its unique culture into a differentiated brand strategy.

Yastrow and Company’s Solution

Through in-depth research with clients and employees, Yastrow and Company developed a brand strategy to capitalize on Heffernan’s customer focus and strength in personalization.

The brand strategy, Because You’re Different, was deployed both internally and externally. The parallel employee engagement strategy included specialized Heffernan Habits that enabled employees to fulfill the brand promise while maintaining its vibrant culture, in addition to supporting all marketing and sales efforts.

Business Outcome

By first engaging all employees with the brand strategy, Heffernan was prepared for a successful Because You’re Different launch. The brand strategy not only represents the company culture, it drives each interaction with customers and reinforces the company’s differentiation from its competition. Mike Heffernan, CEO of Heffernan Insurance Brokers, says, “Yastrow and Company recognized the strength of our culture and helped us turn it into a competitive advantage. Business is growing, and our team is dedicated to the strategies we created together.”

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Yastrow and Company’s Solution

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Business Outcome

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