Strategy // Branding // Messaging
NOV created a system designed to automate portions of the drilling process, NOVOS, but the word “automate” created challenges for company because competitors products had over-promised and underdelivered. By changing the conversation — defining NOVOS as the industry’s only reflexive drilling system, designed to automate repetitive tasks to allow contractors to focus on consistent process and execution — this strategy allowed NOV to highlight the benefits to drillers and operators, rather than having to compare their product to competitors’ lesser offerings.
“The industry’s only reflexive drilling system”
Andrew Miller 