Brand Development & Marketing Strategy


Well-known worldwide for its stunning and sturdy interior laminates, Italy’s Abet Laminati created an exterior phenolic panel to be used for rain screen cladding applications, a relatively new building technology in North America.  They decided to launch a separate company, MEG Inc, to sell and distribute these panels in the U.S. and Canada and needed a full branding and launch strategy as well as ongoing marketing support.



ThinkingKap worked with MEG principals to assess the competitive set and define MEG’s value proposition and tagline: Durability Meets Design.  Then, we developed all of the content for and managed production of their marketing collateral including their website, tradeshow booth, brochure, warranty, sales presentation, and information sheets.  The brand was successfully launched in the U.S. market in January, 2015.  We are now working with the parent company on the branding and marketing of their interior laminates, which includes all brand elements, internal and external communications, advertising, sampling, social media, etc.