Startup to Upstart: Creating a Challenger Brand
Branding
Design Strategy
Marketing Strategy
Project Overview
You might call it magic. We named it Accufoam. Accufoam is a rapidly growing start-up that is working to upend the multi-billion dollar spray foam insulation industry. Headquartered in Alabama, founded in 2017 and formally launched in 2020, Accufoam is pioneering the next generation in spray foam chemistry. Accufoam is a division of Creative Polymer Solutions, which has assembled a murder’s row of foam- and polymer-industry chemists, executives, and production engineers. Their passion? Foams and polymers. Their goal? Nothing less than to build the next generation of innovative brands. Over the past ten years, the industry has consolidated. This wave of consolidation has left the industry stagnant and its customers, the contractors and subcontractors who build our housing stock and infrastructure, underserved. Creative Polymer Solutions approached Deksia for help in several areas: • Name its foam products and foam division • Create a brand hierarchy that would launch the products while managing the relationship with the CPS brand • Develop a marketing plan to launch the new brand • Build the assets needed to put that plan in motion • Help guide and manage the marketing of the brand going forwardClient
ACCUFOAMTags
brand strategy
startup
market strategy
product development
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