Royal Products, the manufacturer of a full line of high-end metalworking accessories, tasked SMM with rebranding the company and moving it to the forefront as an innovative market leader. Our strategy began with a powerful, overarching tagline, “Optimize Everything,” which positioned the company’s top-line products as the key to making machinery work better, faster and more predictably, while delivering a strong and consistent brand statement throughout. From there, we backed up the promise of performance up with an integrated campaign that was equal parts brand advertising (digital, print, video), tactical product marketing, sales promotion and public relations.