Creating Desire for a Commodity
A well-known technology company was being used by the world’s leading brands, publishers, and organizations. Yet it was struggling to tell its story, resorting to lengthy and granular explanations.
Marketers face unprecedented complexity in the form of infinite data, walled gardens, and a proliferation of channels and devices, which means they struggle to see and control their customer experience. The client’s platform actually answered this need, but they had never spoken of its benefits at this higher order.
The new brand positioning elevated the company’s offering, establishing it as a unique antidote to digital complexity: a way to control and own a brand across the internet. A messaging architecture was built off the new brand platform, which then led to an internal rollout, new training and sales collateral, a revised expression with the press and more.
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