The PPC story

Once upon a time, PPC Ltd manufactured cement. Identical grey powder to every rival. The ultimate commodity. And thanks to a legal cement cartel, product sameness got deliberately reinforced for decades.

But when market and rivalry conditions changed in 1994, PPC was hard-pressed to find a way to back-pedal and stand out from the rest.

So a new PPC story was born. One inspired by the legendary spirit of another grey giant. The mighty African elephant. The narrative borrowed from the elephants way of taking care of the herd. And acknowledged that great responsibilities come with great power. The PPC story committed to sharing PPC’s strengths and a leadership role to a nation building purpose. With all.

PPC’s unique unity story became about constructing something that cement, on its own, could not. A great nation-building and partnering story captured the hearts and minds of a whole industry. And a big market share.

“Market shares rocketed by 36% in less than a year. An IMM Marketing Company Of The Year Award followed”

John Gommersall
CEO

The Tower Bridge story

Once upon a time, Tower Bridge was a workplace fit-out firm. For years, Tower Bridge fought it out in an overcrowded market. Pitching for big office rebuild or installation work. Relying on price, aesthetics and construction experience to win orders. Like everyone else. They got some. But wanted more.

Today, the Tower Bridge story is about workplaces that work. Now, Tower Bridge pitch workplace psychology, human physiology and optimal workplace configurations that combine to drive up human wellbeing, productivity and efficiency. Talk has shifted from the cost of a workplace fit out to the paybacks that flow from increased human outputs.

The unique Tower Bridge story sent sales through the roof.

“The shift in our story strategy played a key role in doubling our turnover in under 16 months.”

Wayne Austin
CEO

The Girls & Boys Town story

Once upon a time, the Girls & Boys Town story was about helping South Africa’s vulnerable youth to shine. But donors didn’t get it. Which made fundraising in a tough economy filled with Covid-related constraints and social needs everywhere, very hard.

Today, the Girls & Boys Town narrative is about healing the lives of broken-hearted children. And the therapeutic work that Girls & Boys Town do to restore the lives of children wrecked by physical and emotional abuse of the adult making kind.

“The Girls and Boys Town SA narrative strategy rallied donors to our cause and ensured our continued operation despite huge pandemic challenges''

Lee Loynes
CEO

A Concor story

Once upon a time, Concor Technicrete made concrete blocks and bricks. Today, their pavers are high fashion. The Concor brand story launched with a question. ‘What are the best-dressed South African streets wearing this year?”

The unique Haute Courtier theme kicked off with a national fashion show week that attracted a record number of architects, designers and engineers from around the country. The best labels were all on show. The ramp, of course was paved by Concor. The event was product free. But the association got beautifully locked in. The high fashion story rolled out in digital and direct media.

“Our unique story broke the construction industry mold. Sales ramped right up”

Carsten Schubert
Marketing Director

The Knowledge Tree story

Once upon a time, Robben Island wire meant imprisonment. Today it means freedom. In a deliberate twist of irony, the scrapped Robben Island fences were imagined as branches of a tree: a tree that would grow funds needed to mend the broken fences of South Africa’s barbed-wire past.

With the commissioned help of struggle artist Willie Bester, the ugliness or Robben Island wire got transformed into a 13-metre-high tree sculpture. A plan to sell the trees many branches is expected to raise the funds needed to nurture SA’s disadvantaged and under resourced entrepreneurs. And to plant the seeds for a stronger small- business powered economy.

“This innovative narrative strategy turned rusty scrap into a living thing. The idea will make a real difference to small businesses and peoples lives. ”

Dave Liddell
Trustee

A PG Building Glass story

Once upon a time, PG Building Glass supplied glass. Clear products. Hard to distinguish from rivals. Easy to substitute for cheaper imports and alternatives at any point in the home and commercial building supply chain. Without anyone being any the wiser. An opaque story.

Today, the hero in the PG Building Glass story is SmartGlass. A brand of glass that’s more intelligent than building material alternatives. The narrative is about the clever things that PG Glass products do to keep people safe, let light in, save energy and add to building beauty. And about the smart people who make the choice to fit it.

The story helped glass sales and market shares to shine.

“The SmartGlass brand story was a really clever one. It set us apart from much cheaper competition. Market shares grew sharply.”

Bernice Bailey
Marketing Director

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info@fuseworks.co.za

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