American Utility Metals was a Baton Rouge-based commodity supplier of one grade of stainless steel and found themselves mired in price wars with other commodity steel suppliers. As part of their evolution to offering more niche metals and the metallurgical expertise on applying these products, Bond saw the opportunity to rebrand the company as Crompion International and position them as a solutions provider as opposed to commodity supplier.
In 2011, American Utility Metals engaged Bond Public Relations & Brand Strategy in a project to rebrand their company and market this new brand to specific industry sectors. Formerly a supplier of one grade of Cromgard specialty stainless steel, AUM had organically grown over the years into offering additional grades of Cromgard, fabricated products, as well as consulting and metallurgical services to clients around the globe. AUM wanted to leverage this evolution as an opportunity to rebrand as Crompion International and reintroduce a rejuvenated, next-generation company to its target industries and customers.
Capitalizing on the company’s growth in offering consulting services and metallurgical
Results & Impact
On November 1, 2012, Bond officially retired American Utility Metals’ legacy brand, fully transforming the company into Crompion International. The rejuvenated brand identity and philosophy were well received by customers, suppliers, vendors and partners and created the opportunity for Crompion International to not only deepen existing client relationships but also develop new ones. As a result of Bond's brand strategy and