Grainger supplies the stuff that helps businesses run: from janitorial supplies and fire extinguishers, to Lipton tea bags and labware. It’s the kind of stuff you probably don’t notice that often (and you probably don’t think about where it comes from either). But Grainger didn’t become one of Fortune’s “Most Admired Companies” by being invisible…
Case Studies
Video: How “Don’t Mess With Texas” became one of the most talked about ad campaigns of all time
In 1985, Texans were paying millions for litter cleanup along highways, and the cost was getting bigger every year. The nation as a whole was facing a similar issue and putting out public service announcements, like the crying Native American and “Give a hoot, don’t pollute.” But according to Tim McClure, co-founder of ad agency…
Video: How Raytheon got people talking about one of their top secret events
Sometimes the people that will talk about you the most aren’t the ones buying your stuff, but they’re still great advocates for your brand. These people are called your talkers and for Raytheon, they’re people like military families, veterans, aviation enthusiasts, and staffers — not the military generals actually signing the contract. That’s why, when…
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