The Korindo Wind Energy Division was one of 14 divisions of Korindo, an Indonesia-based multinational. Its agent is Los Angeles-based Kousa International. When we started working with Kousa in 2009, the company had delivered several hundred wind tower sections to North America.
However, there was significant confusion in the marketplace between Korindo, its wind energy division and Kousa. 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 a strategic plan, brand positioning and messaging a new visual identity, corporate and sales materials and a print campaign. We also placed various 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.
Through strategic advertising, marketing and public relations, Korindo Wind gained significant brand recognition in North America market, reinforced its reputation among international customers and kept its wind tower manufacturing plant at capacity in a depressed global wind energy market.
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