The Korindo Wind Energy Division was one of 14 divisions of Korindo, a South Korea-based multinational. Its agent was Los Angeles-based Kousa International.
When Fredricks Communications started working with Kousa in 2009, the Korindo Wind Energy Division had delivered several hundred wind energy tower sections to North America but had not been properly introduced to the market.
There was significant confusion in the North American market about the difference between Korindo, its wind energy division and Kousa and what each company offered. In addition to clearing up that confusion, the company wanted to effectively tell its experience, capacity and capability stories for the North American market.
Fredricks Communications and my project partners recommended a new name for the division, Korindo Wind, then developed and executed a strategic plan, a messaging framework that included a new brand positioning statement, a new visual identity that featured a wind energy tower, corporate and sales materials and a print advertising campaign. We also placed media relations stories in trade publications.
The positioning line, “The Power of Precision,” highlighted Korindo Wind’s almost extreme dedication to precision in everything, from welds by certified welders to a highly stringent quality assurance program, a branded logistics program for tower section delivery to attention to detail – which is another way to say “precision” – in every aspect of the customer-supplier relationship.
Our campaign highlighted the foundations that make Korindo Wind a good, reliable supplier and, figuratively speaking, what makes their towers strong and reliable. The key messages became the foundations in our visuals: Precision (overall positioning), Efficiency, Experience, Fiscal Strength, Precision Logistics and Quality.
Through strategic advertising, marketing and public relations, Korindo Wind has gained significant brand recognition in North America market as a reliable wind energy tower manufacturer and supplier and reinforced its reputation among international customers. More importantly, within months of branding with FredComm’s help, Korindo Wind’s manufacturing plant in Indonesia was at 100 percent capacity, even in the midst of a depressed global wind energy market at the time.
