Turning Heavy Metal Into Heavy Data
Process equipment is heavy industry, and Flowserve’s business has historically been all about manufactured products for critical infrastructure industries. Competition is intense and global. But Flowserve saw emerging opportunities. Customers faced workforce gaps and other factors that made them inclined to depend more on third parties for what used to be core competencies: equipment monitoring, troubleshooting and maintenance services among them.
Years of research and development into sensors, algorithms, software and data analysis converged on the opportunity, putting Flowserve in a position to help customers monitor plant equipment, aggregate data, diagnose and predict failures, and provide third party remote monitoring and analysis: a new, digital business model.
Flowserve had built something at a completely different level than its competitors. And they needed to make sure the market saw that distinction — something that made it clear there’s nothing else similar.
This new platform was launched as RedRaven: a technology and services platform capable of telling stories and predicting what’s going on in an otherwise
Not only was the platform brand a big, bold idea, it was supported by clear positioning, simplified messaging for new audiences (C-suite and IT), and content and communication strategies appropriate for a technology-driven business model.
If you’ve wrapped your legacy business with digital technologies and the IIoT, you’re not a pumps, valves and seal company anymore. You are a technology company, unlike any other in your industry. Bold thinking and notable brand expression ensure customers will take notice.