When two formidable competitors – C&J Energy Services and Keane Energy – merged to form NexTier Oilfield Solutions and became the third-largest provider of US land completions, they relied on Axiom to assist with brand strategy and to position the entity with employees, investors, customers and the communities they serve. NexTier wanted to communicate their proven partnership model and commitment to innovation as differentiators that drive efficiency for their clients and distinguish the company from its peers.
We started the initiative with our proprietary process, THE AXIOM™ Marketing Strategy Profile. Through guided discovery sessions and interviews with senior management, the company’s mission, positioning, differentiation and key selling messages were defined. As part of the brand refresh, Axiom crafted the positioning line “Innovate. Integrate. Accelerate.” The new company was launched with a new website, brand anthem video, overview brochure, and internal posters created by Axiom, [along with sales collateral and branded giveaways created by the NexTier team.]
“Axiom helped NexTier achieve our initial goals of introducing the new brand to our employees and the marketplace in a memorable visually distinctive manner that clearly communicates the areas that distinguish our company and create exponential value for our customers.”
– Greg Powell, Executive Vice President and Chief Integration Officer