With over 70 years of industry leadership in Australia, Cementaid was beginning to scale internationally. As the family-owned business expanded into new territories, it faced a growing challenge: inconsistent communication across markets was diluting its proposition and exposing it to competitor imitation.

The CEO recognised that to build enduring value and fuel global growth, the business needed to establish a clear, unified proposition, one that could both protect its intellectual property and reinforce its competitive edge across borders.

Our strategic review uncovered two key insights.

First, there was greater recognition and equity in the company’s flagship product, Caltite, than in the master brand itself, an opportunity we recommended be leveraged more explicitly in communications.

Second, the product portfolio had become overly complex, making it difficult for customers to understand, specify, or buy with confidence. In response, we developed a simplified decision-making tool that clarified how the products worked both individually and as part of a tailored system.

We also created a unified value proposition to consolidate Cementaid’s vast scientific credibility, empower its salesforce, and ensure global consistency. Anchored by the line ‘Build it once’, the new proposition reframed Cementaid’s value around durability and reliability, and influenced everything from brand identity to sales presentations, technical specifications, and marketing campaigns.

With a clearer and more consistent proposition and sales mechanism in place, Cementaid accelerated its global expansion, deepening penetration in existing markets while winning multi-million dollar projects in new regions, including the Middle East and Europe.

The business is now better positioned to protect its intellectual property, defend against imitators, and grow in a more strategic, scalable way.

This engagement is a strong example of our ability to unlock hidden value, align global teams around a singular proposition, and act as a trusted advisor at moments of strategic importance.