PRODUCT LAUNCH
The Challenge
Small manufacturer Tamarack Habilitation Technologies was introducing a new blister management product to high-performance athletes in a market dominated by deep-pocketed giants, so every marketing dollar had to have maximum impact.
The Solution
In addition to creating a name, identity and packaging, we developed some low-cost guerilla marketing tactics. They included sample programs at sporting events and a simple e-commerce Web site that allowed Tamarack to capture word-of-mouth sales among athletes and trainers. Today, one-third of Engo sales come from the Web site.
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IDENTITY AND REPOSITIONING
The Challenge
When accounting firm KDV expanded its services to include business and technology consulting, principals wanted a fresh look to signal the change, and help marketing more comprehensive business solutions to its small and mid-size clients. They also needed to bring employees on board with the new strategic direction, since it required them to shift from a discipline-based approach to a team-based approach.
The Solution
We created a new identity that combines the traditional, stable look of a CPA firm with a more contemporary supportive feel, and positioned KDV as experts who can provide advice at every stage of the business lifecycle. With that foundation in place, we developed an internal brand handbook to help employees understand the new focus. We then developed extensive external materials, including an identity system, signage, sales collateral, a redesigned Web site, ad campaign, direct mail and trade show support.
REPOSITIONING FOR A NEW AUDIENCE
The Challenge
With document management solutions becoming part of large corporate networks, Lanier found its key audience shifting from purchasing agents to IT professionals. The company needed to explain its offerings and benefits in a way that would resonate with IT audiences.
The Solution
We repositioned the product-specific company into a more solutions-oriented organization. To build credibility with IT folks, we redesigned the Web site from the ground up. Another key component was an IT-focused sales program that included presentations, collateral, case studies and CD-based training, so sales reps were presenting consistent brand messages.
Brand Implementation
The Challenge
When Homecomings Financial’s parent company introduced a new brand look, the guidelines were minimal and primarily targeted to B2B audiences. Mortgage servicer Homecomings — the only B2C company in the portfolio — needed help interpreting and implementing the brand look across all its materials.
The Solution
We worked with the corporate brand team to define the consumer look for each type of communication and expanded the image library for consumer audiences. At the same time, we repositioned Homecomings as more friendly and helpful. We created a welcome packet with educational information about mortgages and overhauled delinquency communications to increase their effectiveness.
Logos
A logo is essentially a symbol; an icon that represents the personality of a company, organization, product, service or place. For your logo to be effective at strengthening your brand, it should be unique, especially among your competitors; memorable; universally understood by diverse people; timeless; and distinguishable even when it’s the size of a postage stamp.
