Mate Precision Tooling, privately held and founded in 1962, is a world-class manufacturer of superior products and solutions for sheet metal fabricators. They manufacturer tooling for every major CNC punch press and offer a complete line of CO2 and fiber laser optics and precision ground press brake tooling for customers across the globe.
We were engaged to guide development of their Strategic Vision and Brand Strategy. We began by reviewing Mate’s existing customer and industry documents, discussing important issues with the Board of Directors, and then we fielded both qualitative and quantitative customer research.
The Strategic Vision included creating a detailed current and future profile of all aspects of the company, including: business concept, driving force, customers, brand, products, geography, marketing and promotion, organizational structure, culture, financial performance, etc. And, finally, we determined the Critical Issues on which the company must focus to achieve the Strategic Vision were identified.
The objective of a Brand Strategy is to create a Brand Promise that, when effectively expressed in the marketplace, will result in profitable organic growth, i.e., more customers buying more Mate products and services more often.
We began by using the quantitative and qualitative customer research to deepen our understanding of their relationship with Mate and competitive brands. Next, we uncovered customer’s underlying needs and motivations, and determined how we wanted the Mate brand to evolve in the future. Lastly, we created a Brand Promise that was compelling, believable and distinct in order to drive growth that was consistent with the Mate Strategic Vision.
- Dean Sundquist, Chairman and CEO
- Kevin Nicholson, President
- Frank Baeumler, VP Press Brake Tooling
- Joe Schneider, VP Marketing
- Kevin Jordan, VP North American Sales
- Michael Brown, VP International Sales
- Andy Spence-Parsons, VP Operations
- Jon Hanson, VP Manufacturing
- Duane Vandenberghe, VP Administration