Case Study: FourPhase
Disrupting the market and revealing value
DWC had developed a radically new approach to solids control, but despite a great reputation, the company’s uninspiring acronym, branding and marketing didn’t capture their story
DWC had developed a radically new approach to solids control, but despite a great reputation, the company’s uninspiring acronym, branding and marketing didn’t capture their story
The Brief
We led workshops with DWC’s leaders where we asked them to articulate the brand promise. What we heard was that solids were considered ‘the problem child’ in the petroleum process. But that DWC’s unique proposition had the potential to turn the management of solids into a key performance indicator and improve production. Traditionally there had been a three-phase value system – oil, gas, liquids.
The Approach
What we suggested that with their innovative approach, solids could be seen as the fourth. Putting the value proposition in this way was an ‘aha moment’ for the leaders which became the foundation for the company’s messaging — and a new name that quickly communicated the essence of their narrative.
The Results
+44 (0) 1173 700 092
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