Brand Research & Strategy

Challenge

OMG’s growth trajectory has been steady if not spectacular since its inception in the ‘80s.

In a search for new opportunities OMG acquired an established roof edging company that sold into new buyer segments through different sales models, all within the fragmented roofing products category.

The question was how best to absorb this new acquisition into the OMG family to maximum advantage.

Process

  • Stakeholder Interviews
  • Exploratory One-on-One Interviews
  • Quantitative Online Brand Equity Study
  • Strategy Session

Outcome

Our brand research provided ample evidence for OMG to back the “Stronger Horse” strategy of adopting the identity of the brand that – on balance – will deliver the greatest market power.

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