September 12, 2016
SIMPLIFYING THE DATA CENTER AND MAKING IT SMART
Baselayer’s innovative modular datacenter technology offered the potential to transform the service provider marketplace. But, because the division was housed within a major competitor, key service provider targets were reluctant to consider the technology. Spinning out the division as a stand alone company would unleash significant new demand.
Success with this newfound freedom required the creation of a new brand, internal engagement program, marketing strategy and customer relationship management system – all with limited people and financial resources – within less than 3 months.
We partnered with leadership to create the positioning, name and touchpoint identity system needed to establish the new company.
We worked diligently to create in house competencies in brand management, inbound marketing, PR, digital marketing, and events to ensure the new company was self sustaining at launch. We coached the marketing team in mapping the path to purchase and in shaping the marketing strategies and programs required to seat the new brand and capture latent demand.
We continue to play an important coaching role as these emerging capabilities are developed and honed.
COACHING TO FUEL GROWTH
Eurasia Group’s talented leadership team crafted a powerful 5 year plan and roadmap to fuel growth. Central to this plan was transforming the business from a well regarded commentator to a complete consulting resource. A brand refresh was needed to help enable this transformation.
We partnered with the creative powerhouse Odgis + Co to help coach the talented team at Eurasia Group through the transformation of their brand. Together, we codified a new positioning around the insight that politics is always the first lens to view any significant business challenge and opportunity. The “Politics First” positioning, new touchpoint identity system and integrated audience engagement program has been material to their success in implementing the new strategy. Eurasia is well on the way to driving new growth.
COACHING TO BRAND A WINNING COMBINATION
The merger of GTECH and IGT created a complete player in the world of gaming technology. The two companies blended well, with little redundancy. Together, these players offered the potential to deliver significant value for customers in each key segment and material growth for investors interested in the space. Both companies were well branded and both enjoyed strong brand management expertise. Unlocking opportunity required the creation of a new brand that could help establish the new company as the world’s leading end-to-end gaming company.
We joined the new company’s team of brand and marketing experts to coach them in building the brand solution required to ensure success. Together, we determined the best way to signal the power of the combination was to integrate each company’s strongest brand assets. We leveraged the IGT name and GTECH’s visual style to convey the new company’s strength for internal and external targets. We then created an integrated brand blue print, engagement program and customer experience plan to help establish and grow this powerful new player.
PGA of Great Britain & Ireland
March 4, 2014
COACHING TO OWN THE FUTURE
The venerable PGA of Great Britain & Ireland thrived under the quarter century tenure of its iconic CEO, Sandy Jones. However, the organization found itself at an inflection point as the result of an economic downturn and shrinking demand for golf. The longstanding role of the organization and its members was under threat.
We joined Sandy and his team to help stem this tide and reestablish the indispensible role of the PGA Professional in the business and experience of golf. We started with a new branding and engagement program designed to celebrate the many roles played by members to call new attention to the value of the PGA Pro. The team dedicated its efforts to optimize the effectiveness of the education and training programs designed to ensure the Pro’s sustained expertise. In the process, we solidified the PGA’s role as the driving force for golf in the UK, Europe and around the world. We capitalized on the value of the brand through a lucrative licensing program. We worked diligently to engage the staff and secure their commitment to doing what is needed to thrive now, and into the future. In the end, this work helped to raise our collective game and securitize the PGA’s role as the “heart” of golf, now and into the future.
TRANSFORMING THROUGH DISRUPTIVE TECHNOLOGY
Led by visionary CEO George Slessman, IO is disrupting the data center and the cloud. To ensure success, IO needed to reinforce relevance and establish credibility for its transformational portfolio of products and services.
We partnered with George, his powerful leadership team and corporate marketing group to help this disruptive technology innovator transform the data center and cloud infrastructure marketplace. Together we built a disruptive brand positioning and messaging platform and a compelling inbound marketing program featuring an award winning web redesign and an integrated social media plan. We continue to work closely as part of this team to build an effective relationship management system, launch new products, architect the solution portfolio and ready the organization for growth.