Transforming transformers MIDEL MIDEL The Challenge: The Challenge: M&I Materials faced increased competition in the power transmission and distribution market for its range of MIDEL synthetic and natural ester transformer uids. To combat the potential threat to its market position, M&I Materials identied a need to reinvigorate its MIDEL brand, and approached BDB to develop a strategic approach that would resonate with the target audience groups in power utilities, transformer manufacturers and insurance providers. MIDEL Safety InsideOur Insight: Our Insight: Creating a unique, ownable and dierentiated position in the market was needed to help MIDEL stand out in a competitive marketplace. BDB immersed itself in MIDEL’s internal and external stakeholders, completing a range of in-depth

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