GHN
Grúas hormiga negra
A start-up serving construction, infrastructure and oil industries needed to target government and large foreign contracts.
How could solidity, seriousness, strength, efficiency, professionalism AND a dynamic flexibility within clear compliance and policy limitations be projected at low cost? Understand human values and associations.
Business strategy
Among competitors, Mamut Andino was the clear leader in terms of fleet, contract size and communication strategy. GHN saw the opportunity to 'steal the cream' off the top, winning the most profitable jobs by careful fleet design, flexible financing and targeted B2B influencing strategies.
Mamut Andino needed these contracts to service the debt for their massive fleet, but GHN did not. This gave GHN the edge in negotiation. This strategy was used as a wedge again and again and eventually led to the extinction of the mammoth. The ant did indeed move a load many times it's own weight.