As the leader in their industry and the holder of the patent to a revolutionary mortar and grout delivery system, Spec Mix management was concerned about what would happen when their patent expired. They needed to ensure that their competition didn’t step in and grab market share. They chose to improve their brand and convert the asset value of a patent into a brand.
“Capsule was an unexpected find when we went searching for a creative partner. We had an idea of what we needed, they brought much more to the table than any other firm we considered. They understood our product and helped us see ways to build a strong brand — one with muscle that conveys our position as the industry leader.” — Brian Carney, Spec Mix, General Manager