The Branding of Major Drilling

• A well established brand communicates the company’s value to the customer, and can be a powerful recruiting and retention tool.

• Our largest competitor (Boart Longyear), has a very well established brand.

Why a Brand?

• A brand must be authentic.

• It must reflect the best of what our people believe the company is today and will be tomorrow.

• Customers must associate the brand with a reality.

What is in a Brand?

Brand Examples

How did we get here?

• 23 of our managers participated in a brand identification process; then 15 of our supervisors and 20 of our customers were interviewed.

• Everyone agreed that the name stood for three things (or three brand pillars).

Three Brand Pillars

1. Quality

2. Relationships

3. Results

Quality

focuses on continual improvement in safety, equipment, a variety of drilling services, training, customer service, relationships, etc.

This commitment drives the long and successful relationships has developed. This quality is at the core of Major’s business.

Relationships

Major’s people work on the ground, and develop relationships on the ground with customers.

staff see themselves as working in collaboration with their customers, functioning not as a “supplier” but as an extension of their customers’ team.

Results

Through innovation, solid hard work, sheer determination and empowerment of its local people, is tenacious in overcoming the obstacles it encounters “on the ground”.

That resolve is a key element of our corporate culture.

Positioning (Mission) Statement

is a specialized drilling company that delivers on even the toughest sites through our knowledge, extensive experience, focus on safety, and commitment to meeting the local needs of every customer. With the best people on the ground and a modern, diversified drilling fleet, we partner with our customers and local communities for outstanding results.

Our New Tagline

Our Graphic Hook to Show Our Brand Promise

Value = Quality, Relationships and Results.

Our Brand Examples

Branding SupportAvailable on our Internal SharePoint site

• Branding Guide

• Logos in all styles available

• Examples of logo use available

• Branded communication tools available

• Marketing/Communications support available – robin.sauve@majordrilling.com