About LORD Corporation
Founded in 1924, LORD Corporation is a privately-held company that designs, manufactures and markets mechanical devices and electromechanical systems to control vibration, motion and noise; formulates, produces and sells general purpose and specialty adhesives, coatings and electronic materials; and develops products and systems utilizing magnetically responsive technologies. With headquarters in Cary, N.C., and sales in excess of $610MM, LORD has manufacturing in nine countries and offices in more than 15 major business centers. LORD Corporation employs more than 2,400 worldwide.
The Challenge
Maxlok was a new product launch — a first in the Product Assembly market in some time. LORD sought out help from fh group to develop a name that was meaningful to their customers and that worked well globally. They then needed to bring this product series to market via multiple marketing channels to establish its presence in the marketplace, and they had a very aggressive timeline to do so since they wanted the product launch to coincide with the Fabtech International trade show, which they were exhibiting in.
fh group Solution
fh group held an internal branding session and presented LORD with several naming options for their new product line, along with marketing strategies for each option. The product name of Maxlok was selected with the tagline of "For Maximum Performance … Make It Maxlok." fh group then designed various literature pieces, along with electronic marketing tools such as HTML emails, banner advertisements, and development of a microsite that hangs off of the LORD.com corporate website. Trade show booth graphics were also developed.