Challenge:
Software developer decided to reinvent itself. Problem was that, while its new product line was solidly built and being well-received initially, the company was still perceived as providing its old services. They needed to establish their new product reality with the marketplace.
Actions:
- Re-organized product line into series of modules, each with a distinct identity. This allowed prospects to better understand how the system worked, to pick only those modules that mattered to them, and to understand the breadth of choices that the company offered. Built each product line into its own branded identity within the corporate product strategy.
- Re-named company to reflect its true niche and benefit to customer.
- Created all new sales support material – new brochures, new video demo and testimonials of system in use by real customers, new trade show stands.
- Re-launched company with new name, identity, product brands and modules.
Results:
- New brand identity and product lines established. Defined position as market leader, clearly and concisely, with strong share-of-mind in marketplace.
- Opened doors to partnerships with allied tech companies to augment training system.
- Expanded product lines to enter new markets.