Case Study: Tercel
Practical Innovation for tough challenges
Having grown quickly from local to global, Tercel were looking to unite their disparate teams squarely behind their customers’ needs.
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Achieved goal of unifying purpose
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Strong cohesive brand highlighted during acquisition activity
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01.
The Brief
An oilfield products company recognized for delivering valuable drilling and completion technologies, from Lime Rock Partners, Tercel had successfully acquired several innovation companies, and their broad portfolio of downhole well construction products is widely acknowledged for innovative design yet simple and effective performance, enabling customers to achieve their drilling and completion goals with minimal risk and maximum efficiency.
Established leaders in torque and drag reduction in the construction of horizontal and extended reach wells, Tercel’s strategic acquisition activity had given them huge opportunity, but also numerous challenges
They needed to build global capability across three continents, improve efficiency, retain talent, reassure investors and, of course, win customers, whilst unifying their team behind one purpose and communicating as a cohesive brand.
Hundred were pivotal in achieving our goal of one cohesive brand. Their industry experience and fresh approach has given Tercel the perfect platform to grow its brand and profile.
Hossam Elbadwy
CEO, Tercel Oilfield Products
02.
The Approach
In close partnership with leaders, the team’s first step was to create a unifying purpose. This would inform Tercel’s cut-through corporate messaging and help unite employees under one brand.
The next step was to get a customer view. The team interviewed key clients to find out why they chose Tercel for their toughest challenges. This informed the next part of the research phase: multiple workshops across the stakeholder groups. By challenging teams to think about how they worked, the team discovered their true differentiation – the way Tercel takes an idea that could help its customers perform better and then develops it into a product. We called it ‘practical innovation’ and a unique, new brand was born.
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The Results
The new Tercel brand:
The company was later bought by Rubicon Oilfield – they mentioned that the strong brand position was important to the purchase.
