A small machining operation hits on a big idea and explodes onto the international stage. Suddenly, they are faced with marketing to multiple and diverse industries while having to maintain a consistent overall brand. Springer Marketing and Advertising conducts a premeditated market planning program that identifies a single critical need shared by all the markets. We then develop a corporate identity package that taps into the need and positions Huffman as the machining experts within each specific market segment. The strategy dovetails perfectly with the company's existing brand to create a new, stronger brand capable of carrying Huffman Corporation well into the future.