Think B2B Marketing’s bold differentiation strategy empowered Ecoveritas to disrupt a crowded market, enhance credibility, and achieve sustainable growth – demonstrating that being different can be more impactful than simply being better.
Ecoveritas, a company offering tools and expertise to help brands reduce the environmental impact of packaging, faced a major challenge: despite having a skilled team, they struggled to establish visibility in a crowded market, dominated by competitors making similar claims. The complexities of evolving environmental legislation also hindered consistent campaign execution.
That’s where we stepped in.
We partnered with Ecoveritas to execute a bold and disruptive positioning strategy. Our goal was not just to enhance visibility but to shake up the market by establishing them as the packaging compliance sector’s most transparent and authoritative voice. Together, we crafted a striking new narrative that stood in clear contrast to the guarded and superficial content of more established competitors.
Key initiatives included:
A complete shake up, including a fresh website and corporate video, which created a contemporary and dynamic brand image designed to be highly visible and consistently relevant.
We engaged with the media proactively, using PR to create coveted relationships with journalists and key outlets. They built the profiles of Ecoveritas’ experts, presenting them as accessible, knowledgeable, and unafraid to express honest, unfiltered opinions.
We embraced a distinctive content strategy, deliberately crafting pieces with a subtle edge. This approach led to a positive sentiment score of 11.5% in 2023, a 35% increase from 2022.
Our approach was not only highly strategic but too relied on close collaboration with the team at Ecoveritas. By moving beyond overly optimistic industry narratives and adopting a fast, fair, and accurate approach, we positioned Ecoveritas as a credible and trusted voice. This strategy not only delivered balanced, expert-driven perspectives that resonated with the market but also established them as a go-to source for journalists seeking reliable insights.
Our strategy delivered impressive results:
