Unlike the textile processing equipment they make, Morrison's brand was in need of an overhaul. Seen as "old guard" and somewhat out of date, the company had experienced a recent decline in domestic sales. Our challenge? Turn a damaging perception into an overwhelming advantage. A thorough market planning research program revealed that while textile processors regarded Morrison as conservative, they placed a premium on the reliability of Morrison's equipment. Keying off that, we developed the stance line: "No Risk. Period." In addition to giving their marketing materials and brand a face-lift, we convinced the company to carry the new look over to their machines. The strategy struck a chord with the market, generating $150 million in proposals during a single trade show.