Building Business Brands
I've worked on a range of B2B sectors and clients in technology, telecoms, SaaS, financial services and travel.
LEVERAGING TECHNOLOGY TO CREATE A SERVICE PROPOSITION
Sage acquired an eCommerce payment platform, Protx, and the brief was to re-brand it into the Sage family and create a go-to market proposition that differentiated it from its closet competitors.
After research, data analysis and focus groups we discovered the key audience insight: They are motivated by business not technology. Business uptime was everything and technology that offered a true partnership created a real point of difference.
We re-named the service as sage pay, created a dynamic new identity and framed it around a simple promise: Business non-stop. Messaging centered around an obsessive approach to service. We created a multi-channel campaign, centered around a new website with online marketing, sector specific business press, direct marketing and video content. Within 6 months sage pay was market leader.
SAAS UK LAUNCH
BankLink was a New Zealand based accountancy software brand.The brief was to launch the brand into the UK, but with a change of name. The key business objective was the exit strategy: to build the brand and sales to attract potential buyers within two years.
Focus groups with SMEs and accountants clearly showed that the key benefit of the software was time saved. Making accountants more cost effective and more efficient. Launching the new name, Bankstream, with a proposition of 'It's about time' we focused the key messaging on the fact that the software provides a unique solution that streamlines and automates the accounting process.
We launched the brand to a highly targeted audience. Primary: accountants, Secondary: SMEs with 5-15 employees and created a lead generation campaign, focused around the website, using organic and paid media, print advertising, mailshots and viral video via LinkedIn. 3 years after launch, Bankstream was bought by Quickbooks.
CREATING A CHALLENGER BRAND
AppSense is a global independent software provider headquartered in New York City. They are the leading name in user virtualization solutions to businesses worldwide – allowing organisations to manage all aspects of the user across the desktop, cloud, data privacy and mobility. The project scope was to launch the brand and challenge our relationship with technology.
We’re no longer tied to devices, locations and software, beholden to the office or the 9-to-5. Once our master, technology is now our slave. As much as we have individual personalities, we also exist in the technology realm as digital identities, potentially accessible via every device, anywhere. The new role for technology is to enable this. Out of this thinking came the brand positioning: You are the technology. This insight carved out a new territory for AppSense as a brand in the technology space, re-positioning its core offer – User Virtualisation – as a paradigm shift. ‘You are the technology’ became the clarion call that step-changed a solid and conservative business technology business into a dynamic, progressive and global challenger brand.
AppSense immediately secured the investment that turned them into a global business, opening new offices in New York, Carolina, California, Australia, Norway, France, Germany and Benelux. Communication activity included: marketing communications planning framework – planning, bench marking, campaign delivery, measurement - reporting and analysis; Audience segmentation - business size, type, industry, job title and decision making process – Wall Street, Boardroom, IT Managers and Decision makers; Lead generation messaging focused on single, easy to understand proposition – Windows 8 migration
I've worked on a number of business brands, including global corporations: Cognizant, Quadriga and HP to new business start-ups, including Bankstream, Nok Nok and AppSense. Project work has covered brand launches, product campaigns, lead generation and re-branding. Further case studies can be provided upon request.