One of the things that we emphasize a lot is consistency in branding. For some brands, particularly those with physical locations, the experience is everything. And consistency in that experience is critical. Whether customers realize it or not, they are impacted by the environment around them – that environment should embody the brand.
One of the reasons I love the advertising business is you get to watch ideas come to life. Following an extensive brand overhaul project, Cushman exhibited at the World of Concrete show for the first time. We needed a big idea to draw contractors into the booth to learn about Cushman’s impressive line-up of utility vehicles. As an advertising agency specializing in the construction industry, we knew concrete construction contractors would jump at the opportunity to demonstrate their strength.