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Ansell Brochure
This brochure represented a complete cultural shift for Ansell, a personal protective equipment manufacturer. The idea was to create a program (called “Guardian”) where its sales force wasn’t reduced to just selling products like other sales forces. Instead, these sales people would be “consultants,” helping customers achieve their cost reduction mandates and run their businesses more efficiently.
The new positioning made sense because Ansell was known to have the best and most knowledgeable sales force in the industry. The challenge was communicating this message to customers in a high-end and compelling way.
This piece gave readers a reason to believe the new positioning - and it built credibility that would not have been possible by simply boasting about product attributes.