Clear Blue Recognized for Global Brand Building
July 13, 2012 –Charlotte, NC – Charlotte-based global advertising and marketing agency, Clear Blue, has won recognition in China for its brand building of a global construction equipment manufacturer, the company announced.
Clear Blue’s client, LiuGong Machinery Corp. – the China-based, global construction equipment manufacturer, recently won China’s Best Brand Award at the 2012 Global Brand Summit. Clear Blue has developed and executed all of LiuGong’s brand work for the past five years.
The conference where the annual award is given is hosted by the China Brand Centre at Sun Yat-Sen University in Guangzhou. The Global Brand Summit is considered a leading symposium that speaks to present and future trends in Chinese marketing and brand building efforts by Chinese companies.
“As a famous Chinese heavy industry enterprise with more than 50 years’ experience, LiuGong has high aspirations but is down to earth.” Said Zhou Lianxi, Marketing Professor of Brock University of Canada. Zhou is also one of the branding committee members. ”Its stable, step by step global strategy is helping LiuGong become one of the most important full-line engineering machinery manufacturers and exporters in the world.”
The committee noted that in 2008, “LiuGong began cooperating with an international branding and public relations company, [Clear Blue] which has greatly enhanced their brand image. People can often see LiuGong advertisements in industry newspapers and magazines, billboards along the highway, machine demonstrations at tradeshows or even players wearing LiuGong jerseys running on the field. The professional and effective brand promotion provides great support for sales.”
Robin Konieczny, President and Chief Creative Officer of Clear Blue noted the award is a result of a strong partnership.
“We’re pleased to see LiuGong gain this type of recognition. When we began working with them, they were ranked the 36th largest construction equipment manufacturer in the world. They now are 17th. So it’s been a great partnership with a lot of hard work on both sides of the globe,” said Konieczny.
“LiuGong is doing so many things right as they seek to expand their brand and their footprint around the world. We’re working with them to strengthen the brand and manage the brand portfolio as they acquire companies.”
LiuGong’s Branding and Communications Director, Stacie Adams, noted her company had come a long way in its marketing prowess.
“LiuGong has worked with Clear Blue for five years to create a unified global brand strategy,” said Adams. “In many arenas still, China has a lot to learn from global best practices. And one of these areas is in marketing and branding, added Adams. “Clear Blue has guided us well because of their strategic outlook and business acumen, along with their award-winning creative. Our company has grown from US$1.6 billion to US$2.76 billion during this time. Our most senior executives see the links between our sales and growth and our brand building work and they are eager to continue. Our goal is to be a top 10 global construction company, which means ultimately we need to build one of the strongest brands in the industry.” Adams said this is the second brand award the company has received since signing on with Clear Blue.
“We frequently are named among China’s top 100 brands, so I’m very proud of this kind of awareness,” she noted. “Globally, we are being recognized as a top worldwide brand, not just a Chinese brand. This is our goal, since we deliver high-quality products built to meet the extreme demands in the construction industry all over the world.”
Clear Blue’s work has included global brand and customer research, brand development, global brand creative, public relations, organizational development, tradeshow optimization, advertising and sales support.
Rapidly growing Clear Blue, a full-service integrated branding and marketing communication agency was founded in 1998 and serves clients in the US, China and Latin America. It is listed as one of the largest full service agencies in the region and employs top talent skilled at producing insight-driven campaigns utilizing all advertising vehicles, digital and emerging media as well as public relations. Strategic, nimble and entrepreneurial, Clear Blue builds collaborative and transparent relationships with its clients including, Char-Broil, Rubbermaid, AAA Car Care of the Carolinas and LiuGong, to name a few.
LiuGong, headquartered in Liuzhou, China, has among the most expansive array of product lines of any Chinese manufacturer, including wheel loaders, excavators, truck mounted and crawler cranes, bulldozers, rollers, motor graders, forklifts, mini excavators, skid steers, backhoe loaders, pavers, cold planers, concrete equipment, drilling machines and mining dump trucks.
The company is among the world’s fastest growing CE firms, with US$2.76 billion in sales in 2011 when the company sold 61,700 machines. LiuGong delivers results for its investors as well, with an average of 40% annual revenue growth for the past six years running in overseas markets.