Case Study: Novalent achieves 400% sales growth with Ten Pound Hammer brand strategy

Novalent boosts sales 400% with Ten Pound Hammer

Novalent, a company transitioning from selling unbranded textile components to marketing a long-acting antimicrobial surface protection product, faced a significant challenge. Its initial generic name, Indusco, failed to convey innovation, and its complex covalent bond technology was difficult for customers to understand, risking its ability to differentiate itself in a crowded market. The vendor, Ten Pound Hammer, was engaged to address this branding and communication problem.

Ten Pound Hammer developed the new name "Novalent," which encoded the product's covalent bond science while sounding innovative. They positioned the company as a science and technology innovator and created animated explainer videos to visually simplify the complex technology. This clear branding foundation allowed Novalent to rapidly capitalize on new market opportunities, resulting in a 400% increase in sales and successful expansion into multiple international markets.

Novalent