Aligning perception with reality

Client: Excel  |  Services: Strategy. Brand. Creative. Digital  |  Sector: Manufacturing and Distribution

Mayflex was the UK’s third largest supplier of copper structured cabling. The kind used in data infrastructure applications. Perceptions of the company’s core product Excel were negative and dramatically out of line with the products actual performance. The trade mistakenly considered it cheap, inferior and only suitable for smaller installations.

Markets want proof, not promises. And so we delivered it – with a marketing campaign and accompanying communications tools that focused on the facts and figures that highlighted Excel’s superior performance on every level. Attitudes immediately began to change, externally but more importantly – internally.


the results speak for themselves

“AlignandPull reinvented our core product proposition and worked with us to develop an alternative thinking strategy, building a new confidence in our brand – internally & externally. This work culminated in us winning the Olympic contract and paved the way to our products being installed in many landmark projects.


Brand transformation

The new direction provided Excel’s sales teams with a clear proposition and focus. Opportunities increased and conversions grew. To maintain momentum we knew how important it was to reinforce the new quality message at every single customer touch point. From point of sale through to transit, delivery, and even down to the particulars of product presentation and packaging.

Enough About Us

it’s all about you

For more information and to find out how we could transform your business, please contact us.