CLIENT IMPACT STORIES
Brand Transformation
Generating brand awareness through effective strategies
HOW WE HELP CLIENTS
Company Overview
The Company was a provider of single-use technologies, serum, media, buffers and process liquids used in the manufacturing of biologics (also known as bioprocessing).
The Business Challenge
Five years after the Company was acquired by a large multi-billion dollar life science leader, the Company struggled to understand how it could position its brand among the corporate brand standards of its parent company while maintaining its brand position within industry. Specifically, the Company was restricted from using its pre-acquisition brand name, which was a key search term on google – close to 100,000 customers were searching for its brand name online but there was no mention of that brand name on the parent company’s website.
The challenge the Company faced was how best to capture its established brand equity and convert that foot traffic to its new parent company – all within the confines of the corporate brand standards.
Client
Impact
Quickly identify where to focus your investments to accelerate revenue
Our Solution
We engaged in several projects over the course of three and half years to help capture the established brand equity and convert it to the current organization. Some of the smallest things we did drove a large impact – an example of which was a simple landing page that provided historical context regarding the Company’s brand and information on where the Company’s products could be found today.
Other, larger initiatives included engaging in a massive rebranding campaign which was launched at an industry trade show and created content and several campaigns that would help to drive a sustained message regarding the Company’s capabilities and then-current presence.
The Resulting Impact
The combined efforts of the brand transformation initiative resulted in:
- Internal Recognition: The Company went from being an unknown entity within the organization to becoming regarded as a marketing leader to the CEO and Company Board
- External Awareness: Started to capture the attention of customers and competitors equally
- Improved Messaging: Rebranding campaign served as a foundation for a unified and sustained messaging strategy that could be built on over time\
- Enhanced Globalization: Targeting customers improved as a result of segmenting marketing activities by region
Our Approach
FEATURED CAPABILITIES
> Sales & Marketing
> Brand Transformation
> Business Strategy
> Operational Expertise
> Project Management
> Professional Development
CLIENTS
> Small & Mid-size Firms
> Overseas Firms
> Corporations
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