New customers to Pyramid
21 januari 2009
Pyramid was recently ranked for the third year running as Sweden's top business-to-business agency in the Sweden's Best Agency customer survey. Fortuitously, the award synchronized perfectly with the agency’s start-up with four new customers in late 2008 and early 2009.
Collaboration has now started with:
- Atlas Copco GDE, the world leader in productivity-enhancing solutions for geotechnical drilling. Atlas Copco GDE is now actively engaging its aftermarket business with the Diamec Care and Christensen Care proactive service products.
- Carpe Nova, one of Sweden's leading search firms for executive and specialist recruitment. Pyramid is developing the visual identity and related communication units.
- Dermagen, a pharmaceutical company based at IDEON in Lund, which offers a breakthrough technology for dermatological medications. Dermagen will soon introduce its product in the global arena.
- Skånetrafiken, Sweden's second largest public transport enterprise. Pyramid acts as a sounding board in the specification of a new product and brand structure.
“2008 was Pyramid’s best year since 2000, and we are seeing a strong demand for quality services in brand development and strategic communications," says Ulf Vanselius, Pyramid’s CEO. “And, in addition to these new partnerships, we expect to be able to report several additional new customers in the near future.”
He continues: “However, 2009 will be a tough year for advertising – as in most other areas of Swedish industry – and we project that the market’s advertising investments may drop as much as 30% during the year. We have worked strategically with this prospect since the summer of 2008, and aim to increase our customer base with a corresponding volume during Q1 2009. Despite the recession (or perhaps because of it), we have the expertise, product mix and track record that enable us to attract new customers with a value-for-money offering. Pyramid is Sweden’s most international B2B advertising agency and we have positioned ourselves as the optimal partner for major exporting companies.”
For more information, contact Ulf Vanselius at +46-42-38 68 26 or ulf@pyramid.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, AudioDev, Axis, Bring, Bluetooth SIG, JBT Corporation, SAS Cargo, Tetra Pak and Volvo Aero.
In the 2006 and 2007 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. [www.pyramid.se]
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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