DiamondGuard Product Launch

Guardian Glass

Opportunity

Already a major player in exterior commercial glass, Guardian® was poised to enter a new market with the launch of DiamondGuard®—an interior glass product with ten times the scratch resistance of ordinary glass. The move opened the door to new audiences, namely architects and designers, and Guardian needed a partner to help create interest and build awareness in North America and Europe.

Approach

Williams Group helped Guardian gain understanding of key audiences, and position the new product to appeal to these decision makers and influencers. First, Wg developed a strategic plan and messaging platform to reinforce market presence and brand for Guardian DiamondGuard glass. Next, we crafted a full suite of sales support tools to help position and communicate the benefits of this remarkable glass product to interior architects and designers. Key communications included a brochure, a sales guide, customer-facing presentations and more.

Results

With the right tools to open doors, promote the product and close sales, Guardian was prepared to enter the market with this exciting new offering. Architects and designers could easily learn about the many benefits of DiamondGuard, and Guardian had all it needed to speak to the product’s many values.  

I have worked with Wg for over 20 years—on everything from strategic planning and branding to websites and social media. They always seek to understand my business; the entire team works to solve my business problem, not just to fulfill my project request.

– Diane Turnwall, former Market Segment Director for Guardian