Kebony was already in a category of its own.

But their customers still compared them to inferior products.

Kebony had a patented process for modifying softwood that put them in their own product category by technical comparison. But, technical comparison charts aren’t enough to differentiate from your competition.

Branding
Messaging
Collateral
Website
Social media
Photography
Installation videos
Event videos
Documentaries
Influencer marketing

Diagnosis

The best product rarely wins. Kebony’s superior product still put them in a pricing battle within their category. Because of their unique process, every conversation required telling the client technical features and benefits instead of showing them the difference.

When you’re value propositions require an explanation, it’s to get people to care.

Same Ole, Same Ole

Treatment

Instead of another comparison chart, Kebony needed to start telling their story in a completely different way than the competition. So, we launched the most ambitious project the industry had ever seen. A cinematic architectural documentary series highlighting their best project, without highlighting Kebony by name. It was a tough sell, but by keeping the story non-branded we got picked up by major publications, won 12 film awards, and put Kebony in a category all it’s own without any shameless self-promotion.

Not only did we have dream clients requesting we visit their projects, we used the terrabytes of footage to produce testimonials, case studies, project videos, ads, and more. We also made it impossible for the competition to catch up. Now, clients could see the benefits before needing to hear them.