Case studies - Cendrex
Manufacturing
Cendrex Industries
Sector: Manufacturing
Number of Employees: 51-200
Revenue: $20M+
www.cendrex.com
Uncovering the Often Overlooked Power of Branding
Context & Background
For over a decade, Possible Marketing has supported Cendrex, a leading Montreal-based manufacturer of access panels and mailboxes. This company, led by an all-female management team, offers more than a hundred products with a wide range of custom options. The majority (80%) of their sales are in the United States.
Challenges
In the B2B sector, where brand value is sometimes overlooked, Cendrex has demonstrated that commitment to branding can have significant positive effects both externally and internally. The CEO’s vision has been a key factor in maximizing this potential, greatly influencing recruitment and company culture while enhancing market reach to architects and engineers, and boosting sales to distributors.
Interventions
– Strategic Support: Provided strategic guidance to define a clear and effective brand positioning. Continuous follow-up with their small internal team through monthly meetings and an advisory service ensures consistent support and proactive adjustments
– Creation and Deployment: The initial mandate, 10 years ago, was to create the Flexisnap sub-brand (its full brand universe, including name and identity). In 2024, a joint analysis of sales and objectives led to a shift in segmentation strategy, aligning the sub-brand more closely with the main brand.
– Brand Management: We developed comprehensive marketing and communication plans, coordinating between web programmers and the firm Pratico-Pratiques for social media management. Ongoing strategic monitoring ensures the effectiveness of brand initiatives.
Results
The brand’s internal and external perception has greatly improved over the years. Initiatives have strengthened the company’s reliability image, resulting in increased digital recognition. The confidence inspired by theirbrand identity empowered the sales force;positively impacting the entire company, and enabling continuous expansion into new markets.
