Crane & Co., Marathon

Situation
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.

Solution
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.