How to Get Users to Take Full Ownership of Your Brand.
When We Say Rugged, We Mean Rugged.
VT Miltope was in the business of making rugged computers for military applications, computers that can take any type of beating – from being pounced on, bounced on, dropped, rained on, snowed on, scorched by the hot desert sun. Anything. To effectively communicate the actual ruggedness of these products Miltope engaged Signature Brand Factory. First, the brand needed a unifying concept, so we gave them one completely consistent with the brand personality: Hard Wear.
Collateralizing the Asset.
To explain this new concept to the many levels of decision makers in the military hierarchy, we developed a set of collateral with everything they needed to know about the Miltope line of rugged computers – the overall concept, detailed specs and field performance statistics.
The Corporate Angle.
While Miltope’s main products were rugged computers, it also made WiFi routers for commercial aircraft – hardware that efficiently distributed bandwidth throughout the cabin to passengers who needed it. Putting Rugged Computer Systems together with the company’s commercial aviation products in a corporate website developed by Signature demonstrated the overall breadth of VT Miltope.
Taking it to the Troops.
And, of course, most importantly it was critical that we communicated the ruggedness, efficiency and effectiveness of VT Miltope rugged computing products to the end users, the troops out in the field. And that we did.
When is a Computer an Umbrella and Vice Versa?
Product demos can, at times, get boring. Same old, same old. But when your product is a VT Miltope Rugged Computer, product demos become downright fascinating and even humorous. Signature developed a campaign with users jumping on the product, using the product as an umbrella, throwing it off a truck among other things. Each demonstrated the true efficacy and durability of the product.
“My Miltope”
Signature continued to advertise and promote VT Miltope’s rugged computers in every applicable venue – trade shows, posters, ads, brochures and more. And guess what we got in return for our efforts? Military users in the field began referring to the product as “My Miltope.” How can it possibly get any better than that?
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