Crane & Co., Marathon
Crane & Co. has been making the paper for US currency since
1879. Without doubt, it is the most durable paper of its
type and is used for banknotes in other nations as well.
Recent developments in plastics and printing technologies
have created new competitive threats. Plastic banknote substrate
is being successfully marketed as an alternative to paper.
We were asked to help Crane develop a competitive position
for its product.
We created a brand for this product: Marathon. There is
more to it than just a name and nice logo. The positioning
of the product embodied all the characteristics of the paper,
including its favorable competitive performance, history
and recognition of the mostly widely circulated paper in
the world: US currency.