Richard Moore Associates

Market Situation
Atlantic Chemical was an independent manufacturer that sourced ingredients worldwide and created dyestuffs for a diverse US market that ranged from the textile industry to the automobile component industry. A two generation family-owned business, Atlantic was very good at what they did, and they did nothing else. In the face of mounting competition from chemical corporations many times their size, they turned to us for help in competing as effectively as possible.

Objectives
Atlantic’s narrow market focus was its strength. Although much larger, Atlantic’s competitors all manufactured other types of chemicals in addition to dyestuffs. We recommended capitalizing on this situation.

Action & Result
We created the Positioning Phrase “Color is our only business” and created a colorful Brand Identity that expressed this idea in every way. Unlike most Brand Identity solutions, we avoided selecting a single Brand Color and instead adapted a policy of using a rainbow of colors in most marketing communications. The cumulative result was a clearly expressed competitive advantage that was obvious in all of Atlantic’s marketing communications. The brand’s image was significantly improved with dye specifiers and it helped position the company for major joint ventures overseas.