Repositioning a Global Market Leader and Revitalizing a 150-Year-Old Brand

Executive Overview

When new leadership stepped into Probat USA, the company faced a disconnect: despite holding 70 percent global market share in coffee processing equipment, its U.S. brand presence did not reflect its market dominance. Simultaneously, Burns Roasters, a 150-plus-year-old heritage brand, required full strategic and visual resurrection.

What began as an anticipated 6-8-month engagement evolved into a four-year fractional VP Marketing partnership, leading a comprehensive dual-brand transformation across strategy, identity, and revenue enablement.

The Business Context

Probat is the global leader in coffee processing equipment and solutions – 70 percent of the world’s coffee is roasted on Probat systems. The U.S. subsidiary operated under two distinct brands:
~ Probat USA – industrial-scale and specialty coffee systems for Fortune 500 and enterprise manufacturers
~ Burns Roasters – serving craft and specialty coffee roasters

Despite dominant global authority, U.S. brand expression, trade show presence, and sales enablement were fragmented, dated, and inconsistent. Market perception did not match actual leadership.

The Strategic Mandate

The mandate was both cosmetic and structural.
~ Align brand presence with true market authority
~ Architect two distinct yet strategically cohesive brand identities
~ Elevate enterprise credibility while honoring heritage positioning
~ Transform trade show marketing into a competitive differentiator
~ Strengthen sales enablement across complex B2B cycles

This required executive-level brand strategy, operational oversight, and cross-functional alignment.

The Transformation

Dual-Brand Strategy and Architecture

Led full B2B brand repositioning for both brands. Developed differentiated positioning frameworks:
~ Probat USA: Modernized and elevated to reflect industrial-scale innovation and global dominance
~ Burns Roasters: Revived as a premium, heritage-forward brand for craft producers

Directed agency search, evaluation, and oversight – selecting specialized firms for each brand to ensure clarity of voice, visual identity, and audience alignment.

End-to-End Brand Implementation

Directed end-to-end implementation across brand messaging, visual identity, digital presence, and enterprise sales enablement—ensuring strategic consistency across every customer touchpoint.

Oversaw transformation across the full brand ecosystem:
~ Brand messaging and narrative strategy
~ Visual identity systems
~ Website strategy and development
~ Content marketing framework
~ Product photography and video production
~ Enterprise sales collateral
~ Integrated print and digital advertising
~ Trade show rebrand and promotions

This was not a cosmetic rebrand. It was a full-scale strategic reset.

Trade Show Reinvention

Transformed trade show presence from inconsistent and dated to commanding and authoritative.

Designed and executed custom environments for major industry events including SPECIALTY COFFEE ASSOCIATION expos, COFFEE FEST, and PACK EXPO.

Managed full lifecycle execution: booth strategy, design, fabrication, logistics, on-site management, and structured post-show lead nurturing.

The result: a physical brand presence aligned with 90 percent global market leadership.

Business Impact

~ Elevated U.S. market perception from “legacy incumbent” to innovative industry authority
~ Strengthened enterprise sales enablement through cohesive, strategic brand assets
~ Reestablished Burns Roasters as a credible premium heritage brand
~ Created long-term brand systems
~ Extended initial 6-8 month engagement into a four-year marketing partnership

Most importantly, brand expression and market reality were finally aligned.