NSC Introduces Branding Plan

The multi-faceted program, created in partnership with the McKee Wallwork Cleveland agency of Albuquerque, N.M., features the “Genuine Stone” logo, inspired by ancient coins
  The marketing plan also includes the development of an NSC website to centralize and disseminate the best information on natural stone that the industry has to offer, and three print advertisements suggesting that natural stone is, “As genuine as you.”
  “The NSC's top priority is to be proactive in positioning natural stone as a high-quality product in the category of construction materials," says Mark Fernandes, NSC president. “Our ‘Genuine Stone’ program will generate awareness among builders and consumers that the benefits of natural stone, such as durability, make it an excellent building choice.”
  Each component is designed to support the idea that every piece of natural stone is a one-of-a-kind work of art. The majority of the campaign components will be completed this spring.
  Differentiating natural stone products from competitors has been a long-standing priority for the NSC. The goal of the branding strategy is to promote the value and unique benefits of genuine stone and educate the design, construction, and consumer communities on what makes nature's own building material special.
  Formed in 2003, the NSC represents the collective interests of natural-stone product manufacturers and suppliers. The organization strives to promote the value and unique benefits of real natural stone and to design and implement solutions to address the misconceptions about stone versus other competitive products.
  The NSC's primary goal is to raise the level of awareness and education of natural stone in North America.