JF Electric

One of the area’s largest privately held companies, prior to working together, JF Electric sounded and looked like all the commercial electric companies in the US. They would position themselves as “A Tradition of Excellence” which meant nothing to their target of new or current customers. Through our discovery, we identified numerous areas that were differentiating on how JF does business, but they didn’t realize it nor did they use it in their communications. We discovered, defined and marketed the term “Value Engineering” and developed the tag line “Creating Connections and Delivering Value” that led to greater growth for the company.

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