E-mail Print
Back to client page


"We worked with AspireUp from the ground up on our corporate brand strategy. They helped us develop the strategy, justification, and execution details and brought expertise that was essential to our organization."

Dick Hipple



See article on Materion re-branding from Smart Business


Materion (NYSE: MTRN) is $1.5B manufacturer of highly engineered technology materials that are essential to the performance of many products such as cell phones, disk drives, and precision machinery.

The Challenge

  • The company was originally known as Brush Engineered Materials, but was actually a collection of 11 separately branded companies. Brush had grown rapidly through acquisition, but lacked a clear brand strategy or means of realizing brand synergies from its various business units
  • Customers of each of the company’s business units deeply appreciated the expertise and product quality they provided, but were not aware of the range of capabilities offered in other parts of the company
  • As a public company, Brush had earned credibility on Wall Street for its strategic decisions and financial performance, but investors and customers alike did not understand how the collection of business related to each other
  • As the company expands globally, it needed a branding approach that could tie business units together and help it compete with larger competitors around the world

The Results

  • AspireUp conducted extensive research, both within the company and with customers, to understand customer needs, current brand perceptions, and the company’s unique strengths
  • A brand strategy was developed to differentiate the company, clarify its brand message, and guide future direction for brand development around the world
  • AspireUp proposed a brand architecture strategy that would tie all of the company’s business units together under one brand with a common brand positioning strategy
  • After an exhaustive name exploration process, the company decided on a master brand—Materion—which reflected the company’s updated business focus on technology materials that enable growth for its customers. AspireUp also developed a new corporate logo and brand guidelines to reflect the strategy.
  • In the final stages of the rebranding process, AspireUp helped the company create of a roadmap for rolling out the new brand including an “internal branding” campaign to energize its employees.
  • The new branding was well received by all stakeholders and is partly responsible for the company’s continued sales growth momentum.