The property bubble has discredited the entire construction industry in Spain. Building has become a dirty word and is now associated with ruthless development and even corruption. In the aftermath of a long recession, the construction sector, including materials manufacturers such as Danosa, are having to work hard to turn this negative public image around.
When we began to analyse Danosa's marketing strategy, we realized that we had to go far beyond mere cosmetic changes to their corporate image. We needed to create a new communication framework that would focus on the clients’ needs rather than the company’s wants and that would also tie in with responsible aspects of modern-day construction. (See "Building Together" is more than a slogan).
Sustainability, innovation and quality therefore needed be at the heart of Danosa's ethos and communication strategy if they were to pioneer the shift in Spain to responsible building, and ultimately, to lead the manufacture of efficient building materials and systems.
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