Accelerating an industry shift in modern manufacturing

Client

Overview

The physical and logical infrastructure of many manufacturers is not fit for Industry 4.0 operating models. Much needs to change – and quickly. With a lineage to SpaceX, the First Resonance founders have long-recognised the limitations of traditional mindsets, tooling and processes in manufacturing. These engrained practices are unable to deal with the high-iteration, hi-tech, hi-transparency needs of modern manufacturers.

The vendor saw the opportunity to create a portfolio of next-gen technologies to accelerate emerging plays from robotics, 3-D printing, AI, cloud and drones – crucial for Industry 4.0 models.

The challenge for First Resonance was that this ‘industry shift’ required educating the market on a new dynamic. For the new breed of builders, aggregators and creators – themselves ushering-in innovations in aerospace, clean energy and aeronautics – this was a breath of fresh air. For more entrenched segments, this posed some issues.

The Rubicon Agency were approached to establish the messages, assets and enhanced go-to-market tools to help drive these crucial conversations – with prospects, the industry and investors.

What we delivered

The agency started at a point of rapid product evolution for First Resonance, making it increasingly critical to explain the individual delivery components in a crisp, definitive manner. After comprehensive discovery exercises, The Rubicon Agency established an integrated stack of product messaging and platform articulation – supported by visuals to distil new concepts and constructs.

This ran in parallel with a brand elevation workstream to establish the aspirational messaging – linking the platform (ION), category (Factory Operating System), industry shift (Open manufacturing) and corporate vision (Manufacturing. Unleashed).

These narratives were blended and used to create a suite of marketing assets – from website, outreach/nurture comms, social channel posts, case studies, combo vision/explainer video, together with an array of product marketing collateral.

What did the campaign achieve?

This invigorated messaging instilled confidence and ‘inner punk’ swagger to sellers and leadership to pitch the platform to prospective audiences. Embedded in elevated outreach activities and engagement assets, The Rubicon Agency created a differentiated conversation platform for prospective customers, partners, industry commentators and investors.