Nashville Wire Products is a diverse B2B organization serving multiple markets and thousands of customers world wide. Their primary markets include OEM parts, wire mesh, retail displays and store fixtures, and wire products for the material handling industry.
The client houses three separate divisions operating out of eleven different production facilities across the nation. Nashville Wire had concerns that their business opportunities were possibly limited by perceptions created by their division names, which could be creating too much focus on products and not enough on consultative flexibility.