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Building a brand around game-changing technology

Drilling operators depend on getting their quality formation evaluation of oil wells in a timely manner. ThruBit’s “through-the-bit” logging technology provided unprecedented speed and accuracy, and it needed the awareness and credibility to commercialize its innovative technology and build a valuable brand.

Building a brand around game-changing technology

Drilling operators depend on getting their quality formation evaluation of oil wells in a timely manner. ThruBit’s “through-the-bit” logging technology provided unprecedented speed and accuracy, and it needed the awareness and credibility to commercialize its innovative technology and build a valuable brand.

The Situation

Unknown, disruptive technology
Huge, established competitors
Risk-averse industry

Launch industry-changing technology

Drilling operators depend on getting their quality formation evaluation of oil wells in a timely manner. ThruBit’s “through-the-bit” logging technology provided unprecedented speed and accuracy, and it needed the awareness and credibility to commercialize its innovative technology and build a valuable brand.

Build a company around innovation

We not only had to establish the disruptive technology as reliable and valuable, but also build a company brand that was recognized across the industry and trusted for its commitment to innovation, quality and benefitting its clients – all while competing against heavy-hitting established players.

How savage brands built a brand around the technology

Building Company Awareness & Credibility

We created a cohesive and dynamic brand to help the company capture market share in the logging industry. The overhauled brand materials included a logo that was stronger and more communicative of movement and speed, one of the technology’s most important values. The brand was extended to their products, a completely redesigned website and marketing and advertising collateral.


Communicating Why Leaders Should Take the Risk

We developed a value proposition that not only spoke to the technological differentiators, but also shared the benefits for the client. All messaging was based on sharing how ThruBit’s technology better served its clients and clarifying when and how the technology is used; we leveraged positive case histories to show the positive changes ThruBit made possible. We developed two taglines: “Logging Solutions” to clearly identify ThruBit’s use and “Fast. Forward. Logging.” to demonstrate its value.


Achieving Ultimate Business Goals

ThruBit was not only able to commercialize its technology in a big way, becoming the leader in the logging industry. It also captured enough market share in its highly competitive space to attract the attention of its largest competitor. ThruBit was acquired by Schlumberger in 2011 and continues to provide industry-leading speed and security for drilling operators.


Savage Brands is an agency that mobilizes minds, drives performance and creates results. We work with companies experiencing transition, growth and transformation by employing Savage Thinking® to uncover and articulate their purpose.

Through strategy, planning and design communications, we help leaders build purposeful brands that increase employee engagement and customer loyalty, enabling leaders to achieve their most ambitious visions.


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