Pyramid to help Swedish Space Corporation expand internationally
22 april 2009
Rymdbolaget, known internationally as SSC or the Swedish Space Corporation, was founded in 1972 and is owned by the Swedish state. The company operates in seven countries, including Sweden, Germany, Chile and China, but has customers in many more. The Rymdbolaget develops and builds satellites, rocket systems, research balloons and advanced maritime surveillance systems, and is a leading player in its areas of specialization.
“Rymdbolaget is already quite global, but it needs to be more commercial in order to attract more customers outside Rymdstyrelsen (the Swedish National Space Board) and the ESA (European Space Agency)" says Micco Grönholm, Brand Development Director at Pyramid. He continues: “Pyramid was mandated to act as a strategic sounding board to review the company's vision framework, as well as to develop a brand platform and communication strategy that will help Rymdbolaget to expand internationally. The collaboration began in early 2009, and is expected to be ready by the autumn.
“Pyramid is currently in a strong growth phase, despite generally tough times," says Ulf Vanselius, CEO at Pyramid. “During the first quarter of 2009, we have started new partnerships with ten new customers. Formally, this includes two divisions at Atlas Copco, Carpe Nova, DIAB, EuroMaint and Norden Machinery and, within a few weeks, we will be able to announce further two to three major customers. In principle, this means that we have already secured revenues for 2009 and can work vigorously to further strengthen our position as Sweden's most international agency.”
For more information:
Micco Grönholm
Brand Development Director, Pyramid, telephone +46 730-86 68 16 or micco@pyramid.se
Anna Rathsman
Information Director, Rymdbolaget, telephone +46 8 627 62 00 or anna.rathsman@sscs.se
Pyramid is Sweden's most international advertising agency. Over 60% of its revenue comes from customers located in Europe, USA and Asia. Major customers include AAK, Atlas Copco, AudioDev, Axis, Bluetooth SIG, Bring, JBT Corporation, SAS Cargo, Tetra Pak and Volvo Aero.
In the 2006, 2007 and 2008 Årets Bästa Byrå (the Year’s Best Agency) survey, Pyramid won the ‘Sweden’s best B2B agency’ title.
Pyramid employs 28 people, and is based in Helsingborg, in southern Sweden.
Any communication paid for by an identified sender and distributed simultaneously to many people to promote acceptance of opinions, ideas, goods or services. Media include print advertising, TV and radio commercials, cinema screen advertising, direct mail and outdoor advertising.
Acronym for business-to-business. The marketing of goods and services in which the market comprises businesses or organizations rather than the general public.
In B2B, personal selling is far more important than in consumer marketing. Communication is often handled through selective (targeted) media as opposed to mass media (broadcast).
Products are often complex and require comprehensive messages. However, even a grapefruit can be a B2B product when marketed to retail outlets, hotels or airlines, but a consumer product when viewed in relation to the general public.
A wireless communication protocol utilizing short-range communications technology that facilitates data transmission over short distances from fixed and mobile devices, creating wireless personal area networks (PANs).
Originally, an identifying mark burnt into something, such as the hides of cattle, with a red-hot iron. Today it has two main meanings:
1. A symbol that identifies a company and its products, distinguishing them from other companies and their products and usually consisting of a brand name combined with a brand mark. In this sense, roughly synonymous with the legal term trademark.
2. A set of mental perceptions of a company and its products that people associate with the brand symbol.
In marketing, a brand is a distinctive identity that symbolizes a promise associated with a product, service or organization, indicating the source of the promise. It is a mixture of tangible and intangible attributes, symbolized by a trademark, which, if managed properly, creates value and influence.
The position occupied by a brand in the minds of customers is often a company�s most valuable asset. An established brand is an entry ticket to new markets, and serves as an entry barrier to companies that lack strong brands. The value of a well-managed brand appreciates with time, while that of a badly managed brand depreciates.
It is not always feasible to create a new brand; the chances of success are small and the cost high. Brand extension or acquisition of companies that own strong brands may be easier.
Transfer of an established brand to other products or product categories; marketing a new product under an already established company brand, either as an addition to an existing product line or as an entirely new type of product.
Brand extension is popular because it is expensive and difficult to find, register and establish new brands. A British study reveals that launch costs are, on average, 36 percent lower for products launched by brand extension than for those launched under new brands.
There are risks: the position of the original product may weaken. Some brands can tolerate much extension, others very little.
See also: brand abuse, brand awareness, brand compression and brand esteem.
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