ITW is one of the world's largest producers of tools and equipment with annual sales of $15 billion.
ITW faces sharply increased competition for foreign competition in its core construction business
To combat the increased emphasis on price and features, ITW aimed to increase its differentiation and innovation in the eyes of customers.
AspireUp developed a training workshop to teach senior managers about the principles of brand differentiation and positioning development. The workshop leveraged materials developed in conjunction with Kellogg and University of Chicago business schools, and challenged participants to apply frameworks to their own business.