For decades, Graybar has been one of North America’s best-known distributors of electrical products. But when it comes to telecommunications and data products, the brand has an awareness issue. To build a position for the comm/data business, Cohesion turned to the core strengths of the Graybar brand: its unparalleled reputation for distribution expertise. Then, we extended that reputation to the emotional heart of the comm/data business: that ‘moment of truth’ when technological knowledge and skill come together, and the success of a multi-million project hangs in the balance. When Murphy’s Law kicks in and things go wrong, Graybar is uniquely able to solve problems and keep projects on time and budget. Cohesion’s comm/data marketing work brings these moments of truth to light for audiences new to the Graybar brand.