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Global Case

Based in Beijing, the #2 manufacturer worldwide in wind turbines came to us to create their face for Western markets. Our challenge? Answering the question ``Why should I trust the Chinese?``

Goldwind new brand by The Monogram Group

Headquartered in Beijing, China, Goldwind is a $3 billion public company and is currently the 2nd largest wind turbine manufacturer in the world. Their objective in 2010 was to enter global markets as a legitimate, lower-cost competitor to established manufacturers such as GE, Siemens, Vestas and Gamesa.

Client:

Goldwind

Category:
B2B technology products

What We Did:
Rebranding

Goldwind logo by The Monogram Group
Goldwind Brochure

The road less traveled

Goldwind decided to pursue Western expansion with a very different approach. Unlike most Chinese companies that deploy Chinese executives to enter a market, Goldwind hired industry veterans from global wind energy leaders to run their North American headquarters.

Because of MonogramGroup’s unique understanding of Chinese companies and our expertise in B2B rebranding, Goldwind’s US management team engaged us to develop their US brand and market entry campaign.

Goldwind Website by The Monogram Group
Goldwind Mobile Website by The Monogram Group

Making a Chinese brand American

We recommended a unique strategy to address an invisible elephant in the room for every conversation with prospects: Why should I trust the Chinese?

In response, we anchored the Goldwind brand in American values such as hard work, innovation and tenacity that would speak to the intellectual and emotional needs of their Western audience. It helped that Goldwind’s technology was more advanced than any other manufacturer, and that Goldwind had highly reliable and easy-to-maintain turbines.

Goldwind brand examples by The Monogram Group
Goldwind Ad by The Monogram Group

So reliable, we're boring

Our creative pushed the boundaries of a stodgy category, with an insider’s perspective and casual tone that caught the attention of decision makers. The creative bought to life hard-core product and technology data, and information about the company behind it. It was Americans speaking to Americans in a way that neutralized concerns about trust and reliability.

We even translated the content into Spanish and published it for many of their core markets.

Goldwind tradeshow
Goldwind Clothing by The Monogram Group
Goldwind Work Gear by The Monogram Group

Results that hum

Through a print and digital trade ad campaign, a $600K trade show booth, sales collateral, a new website and coordination with a national PR campaign, we helped Goldwind close 20 contracts worth $500 million in 2 years, with clients across the US, and Central and South America.