When Wesco, a distributor of supplies that build, connect, power and protect the world, acquired Anixter, one of its biggest competitors, the new company needed to reimagine how it would go to market. Meanwhile, the pandemic raged around the world, sending a tsunami of fast-changing expectations across the industrial supply chain.
Within Wesco’s challenge lay its opportunity‒position the brand to convey its evolution from “provider of supplies” to “partner in tackling the toughest supply chain challenges.”
Wesco’s new story became one of “Ingenuity delivered” with themes of reliability, problem-solving, and progress trickling across all messaging. A fresh approach to visuals shone new light on the practical magic Wesco offers for customers facing daunting operational tasks.
Ingenuity delivered has come to life through internal and external activations—including an overhaul of the company’s digital presence, a bold new approach to brand advertising, a nostalgia-driven recruiting campaign and a complete redesign of Wesco’s fleet and facilities.
Results and ripple effects
Wesco’s new brand platform helped elevate its purpose and enhance its positioning in a way that company leaders continue to praise and embrace. As evidenced by continuing growth in sales, the brand strategy is helping Wesco make a powerful impact in a tangled marketplace.