A New Generation of Precision Performance.
For more than 110 years Norton Packaging has been manufacturing containers for the paint, coatings, food and chemical industries. With rapid consolidation in the pail industry, Norton was facing increased competition and price compression. To meet this challenge, Norton expanded its operations by adding a new plant in Monticello, Georgia, to better serve their customers in the southeastern US, Puerto Rico and Europe. This opportunity triggered interest in refreshing Norton’s overall communications and web presence.
Being a 3rd generation, family owned and operated business has its advantages and potential disadvantages. Larger competitors were challenging their size, depth of personnel and likelihood of being acquired. Norton needed to showcase its strength, continued reinvestment and reputation for service excellence. A refreshed brand position needed to both honor Norton’s rich history and demonstrate its commitment to the future.
In-depth interviews with conducted management, staff and clients. The discovery work validated Norton’s longstanding reputation for high-level, extremely client focused service and uncover other key attributes that would help elevate it position within the industry.
While its often difficult to identify an ownable advantage in a commoditized marketplace, it is possible to find characteristics that create successful differentiation. It can be more about how it’s done, rather than what’s being done. In creating the “Norton Promise.” we were able to capitalize on their history of performance and highly customized approach to articulate their value proposition.