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Read How We Extended the Customer Sales Life Cycle by Rebranding the Company and Restructuring Service Offerings°

  • NUTECH Machinery
  • NUTECH lapel pin
  • NUTECH's website on a computer
  • NUTECH business cards
  • NUTECH employees in a presentation
  • NUTECH brochure


Since 1998, the multidisciplinary team of professionals at NUTECH has analyzed logs of nearly every prospective and producing oil basin in the world. Through the leadership of founder Allen Howard, NUTECH played a critical role in unlocking the potential of the now famous Eagle Ford Shale. And as Mr. Howard predicted, unconventional production, while revolutionary, hasn’t proven anywhere near as profitable as it could be.

NUTECH engaged BrandExtract to help analyze the market, assess its brand and refine its messaging to determine how to help E&P companies understand that investing in total reservoir intelligence can improve profitability from acquisition all the way to divestiture.

What We Did

  • Strategically repositioned the brand
  • Developed strategic messaging
  • Introduced a new service concept that redefines part of the industry
  • Identified ways to enhance the internal structure to support the new service approach

How We Did It

  • Conducted an in-depth brand audit
  • Worked with the leadership team to define life cycle services and identify new market opportunities
  • Refreshed the brand image and collapsed services into solutions
  • Refined the customer messaging and framework to extend the customer life cycle


The unconventional energy market was exploding but NUTECH’s expertise was being overlooked. Higher energy prices, new rig technologies and improvements in hydraulic fracturing had sparked a boom in once-impossible shale formations.

Unfortunately, often swept away in the fervor were critical things like petrophysical analysis, completion engineering and common sense. NUTECH also had a reputation for being somewhat guarded when it came to sharing data, which only fueled concern among customers that its analyses were overly optimistic.

NUTECH Turns to BrandExtract to Adjust Industry Perceptions

It’s not that the prize isn’t there, or even that shale plays aren’t worth the effort. But they aren’t profitable if you don’t understand the science: the rock properties, appropriate well delineation, specific fracturing technologies and techniques that NUTECH provides.

NUTECH needed to shift from a service proposition to a solution offer and introduce to the market a concept called “Reservoir Intelligence.” We were engaged to help communicate NUTECH’s ability to examine the entire life cycle of a reservoir.


The engagement began with a full brand assessment, which revealed opportunities for broader, big picture relationships between NUTECH and its customers. We helped the company shift from being an underutilized service provider into a more profitable, consultative role, positioning its intelligence and vision as key offerings.

Messaging that Raises the Stakes

NUTECH provides specific services like petrophysics studies and 3D mapping. But it's much more than that. We helped the company define who it is, and developed market-changing terminology to reposition the buyers’ perceptions of NUTECH’s true value. We created messaging that emphasized the importance of complete reservoir understanding.

The Life Cycle, Gold Field and the Power of Reservoir Intelligence

In both the new sales materials and website we built for them, we helped NUTECH express the message that it helps customers determine precisely where they are in the life cycle process, and then consult with them to make profitable decisions throughout the life cycle of the asset.

Demonstrating where your offering fits into the buyer’s situation is critical, and a picture is sometimes worth a thousand words. By creating a series of visual curves to represent the reservoir life cycle process, we helped map NUTECH’s biggest impact points.

As a result, we coined and defined the term, “Gold Field.” This is the rich, highly desired stage of a field’s life cycle, in between the more commonly known, untapped Green Field and played-out Brown Field.

Concept of NutTech Paper Collateral
Concept of Nutec's desktop appearance
Concepts of Nutech's graphs and tracking


Seeing the potential almost immediately, the NUTECH team embraced the new brand and began talking about itself and its expertise in a whole new way. The company even began adjusting internal structures, processes and pricing to align with the vision.

BrandExtract’s work for NUTECH included a brand position, solution definition and strategic messaging, a new identity package, website, video, print ads, collateral materials, trade show booths and sales training. All to help the company express its core values, inspire belief and resonate with its target audience.

“The new brand really illuminates what it is we do and communicates how we help clients get more hydrocarbons out of the ground and more value out of their E&P investments. BrandExtract helped us develop a language and a process for selling our expertise to a broader E&P universe.”

— Will Deaton
V.P. Client Services, NUTECH

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