To regain leadership ranking, and transition to a new global role.
The QuestionMarketing® discovery process told us that Southern Mills held dozens of patents for good reason. So the strategy followed: position as the most trusted name in protective fabrics with end-users.
Firefighters don’t see themselves as heroes. Their no-nonsense, professional perspective set the tone, and creative followed through with “Walking Into Hell Is Your Job. Making Sure You Walk Out Is Ours.” The concept was extended to a new website, magazine ads, collateral materials, technical bulletins, trade shows, hangtags and videos.
Dramatic increase in sales
expanded product lines, including multi-million $ U.S. Military combat fabrics contracts. Southern Mills grew to be the world’s number one producer of protective fabrics when acquired by Tencate.