Rapid growth brought Flack Steel to an inflection point. Having proven the viability of its revolutionary asset-light business model, the company needed to increase brand awareness and meet aggressive goals. Additionally, recent acquisitions resulted in a fragmented internal culture and brand position.
Ogee Platform Solution
Intent on pivoting the iconic US steel industry, Flack was hindered by inconsistent messaging that narrowly focused on only a portion of its services. TMG developed a compelling brand position and messaging program that anchored all communications, told a comprehensive story, and united Flack’s diverse business units. Rather than using a tagline, we created a brand descriptor, The Next Generation Service Center, that positions the company within an established industry. A robust marketing collateral program included:
With the recent launch of its updated brand strategy, Flack Global Metals communicates a unified position across a national footprint. As a springboard for growth, the strategy allows the company to build brand equity through consistent messaging that conveys Flack’s key differentiators to prospects and clients wherever they are in the sales journey.