Curion Brand Refresh

Curion was the renamed company from the 2017 merger of Tragon Corporation and Q Research Solutions, two respected brands featured in textbooks through contributions to sensory research. Despite their new position as one of the largest national sensory and consumer research firms, the new name created confusion in the industry. It was unclear that this was the powerful combination of the two legacy companies.
Not one to back away from a challenge, Curion seized this opportunity to execute a full brand launch through thoughtful, integrated marketing campaigns. Focusing on their world-class subject matter experts, historical success and latest innovative insights services, Curion successfully deployed marketing to elevate features that distinguish them from their competition.
Key components of campaigns:
1. Establishing identity:
• New tagline- ‘Consumer Insights. Delivered’; immediately conveys main company product. Incorporated wherever logo is present.
• Website - New pages to showcase growth of the company, starting with first tier leadership team and a PR page.
• Capabilities Deck –Delivers consistent message to customers; defines mission statement, services and innovative approaches.
• Three new innovative services - eFive for agile development, S2P for unmatched scientific expertise in insights for packaging; and Life Labs, bringing clients closer to their consumers in their environment through in-context testing.
2. Increased brand presence:
• Amplified sponsorships of food/beverage/sensory/insights shows, from 1 in 2018 to 15 in 2019. Each investment had one or more goals: big branding and/or thought leadership, via leading speaking and panel sessions
• Exclusive events in partnership with Forbes Magazine contributor Paul Earle
3. New campaigns for sales teams to directly engage with clients; CRM tracked campaign growth:
• Monthly email campaign –Images and content to evoke innovation and disruption.
• 3D mailers - Always presented in custom, Curion boxes, to reinforce brand and expertise. Contents included gourmet popcorn, bespoke Magic 8-balls and embroidered blankets from Scotland.
The result was growth for the first time in 8 quarters, achieving +20% year-on-year revenue. Curion is locked in for 60% growth in 2020, servicing 75 of global CPG companies.