IST is a manufacturing organization focused on the global power and energy producer marketplace. IST engineers steam generators that convert gas turbine waste exhaust heat into steam.

BRAND CHALLENGE
IST has a unique power-enhancing product for a segment of the electrical energy producer industry, but only a limited number of power plant operators truly understand the value offered by IST. Their value proposition was not clear enough.

SOLUTION
MFX Partners conducted research with IST customers and prospects to unearth the unique value proposition offered by the IST product. This shaped a re-branding effort that involved updating their logo, crafting a tagline “Simply generates more profit” and designing an integrated mix of marketing materials.

RESULTS
We have recently re-launched the IST brand with a fresh new look and feel. The sales team has increased it activity managing specification request. To date in 2007, sales have increased from 2006 by 50%.

“MFX Partners helped us find a positioning point that connects immediately with our audience and helps to focus our team on how to sell to the marketplace.”
Michael Brady
V.P. Marketing and Sales