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Mining Industry Transformation: From Resistance to Revolution
Project type
Global Marketing Strategy, Brand Positioning, Audience Mapping, Campaign Development, Market Entry Strategy
Date
2024
Location
Australia
Transformed a 45-year legacy mining equipment manufacturer into a forward-thinking mobility solutions leader. Faced with an industry where diesel dominated and electric adoption was actively resisted, we developed a comprehensive global marketing strategy that bridged current operational realities with inevitable technological evolution. Created region-specific value propositions across four continents, designed multi-stakeholder engagement frameworks, and built campaigns that turned industry skeptics into advocates. The strategy positioned our client as the trusted partner for mining's future while respecting its present.
