Case StudyMilbank Energy

EMPOWERING A BRAND THAT EMPOWERS LIFE

In 1927 Milbank Manufacturing began making electrical metering sockets, otherwise known as “Those grey electrical boxes.” After decades of category leadership, they began to expand their offering to include Generators, Energy Management Solutions and Renewable Energy Generation.

By expanding their offering, they also expanded their brand promise. Now, they were much more than boxes, so their brand messaging needed to reflect the new scope of their offering.

They needed a new, unifying messaging strategy.

Plan B convened a cross-functional, cross-generational Milbank team for an all-day brand immersion session to discuss what the Milbank brand stands for today. That meeting yielded productive discussions that led to this ownable insight: Milbank Empowers Life.

That tagline became the focal point for a new, integrated Milbank website, and new interactive video, and a new Customer Relationship Marketing Program to connect with electrical contractors.

  • Milbank Energy

    Identity and brand guideline development for Milbank

  • Milbank Energy

    Identity development featuring brand and market materials for Milbank

  • Milbank Energy

    Energy at Work campaign print ad

  • Milbank Energy

    Energy at Work campaign print ad

  • Milbank Energy

    Energy at Work campaign print ad

  • Milbank Energy

    Website: Homepage

  • Milbank Energy

    Digital and direct mail invite for Milbank power master

    The new Milbank Brand Essence was quickly embraced throughout the Milbank organization.

    The new integrated & optimized website saw a BIG increase in organic search traffic.

    Pageviews and engagement jumped thanks to cross-marketing initiatives between the 2 formerly separate divisions and brands.

    That’s how Plan B helped empower a brand that empowers life.

    Video Case Study

    Brand Development & Positioning