For a strong brand platform, think about how you deliver on your values
It’s all about culture and values. Does your brand platform deliver yours? Robin Tooms gets specific with Chris Levy, Global Marketing Director at Quest Integrity.
Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of Strategy at Savage Brands, and my guest today is Chris Levy, Global Marketing Director at Quest Integrity. So, Chris, thank you for being on Brandonomics.
Chris: Thank you for having me back.
Robin: Well, I’m so appreciative, really appreciative of all the knowledge that you’ve shared about the challenges you guys have faced at Quest Integrity, and how you’ve solved that. And I think a big piece of that for me isn’t just the logo, it’s the actual brand platform, and the work that you’ve done to convey that, and I want to hear more about how you are actually conveying the way Quest Integrity delivers value.
Chris: Well, it really starts with the brand promise. And that, for Quest Integrity, is challenging convention. Quest Integrity delivers the right solution, at the right time, every time. And this really simply put, is about our 3 value pillars, and that’s really: developing and delivering innovative inspection technologies; advanced engineering and assessment solutions that are coupled with those technologies, combined with the data and the information that we collect through the inspection process. And that’s all delivered through the deep industry expertise and knowledge of our people. And of course, most importantly, you have to deliver that consistently time and time again.
Robin: Well, I like the way you described that, and what’s interesting is you used a piece of that that’s also being promoted externally; the challenge and convention part of it, because that describes not just the value that you bring but the way that you work, and that’s part of the brand.
Chris: Exactly, and we think that the new tagline challenge convention actually does convey exactly what our thought process is, and it’s really about innovation and progress, and that’s what we want to promote within the industry itself, and also to be seen as those innovators in the industry. And I think that carries through many of our new brand elements. So, everything from our symbol, to our color palette, is all really focused on precision, accuracy, innovation, and progress.
Robin: Yes, and I’ve seen it and you guys were actually awarded a recent award at the Crystal Awards for that rebrand and all of the holistic work that you guys put into it. So, congratulations.
Chris: Thank you. We’re very honored for that.
Robin: Yes. Well, thank you. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.
Quest Integrity is a global leader in the development and delivery of asset integrity and reliability management services. Rebrand news release: http://www.questintegrity.com/news/quest-integrity-wins-prestigious-rebranding-a