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Product Launch | Company Relaunch
Relaunching a company that has outgrown its brand.
Situation
Our client provided credit checking services for cellular carriers and the name of the company was descriptive of that service. The company was five years old and now provided a full range of customer acquisition and retention services for wireless companies. They needed a new name and a new brand that would reflect their expanded product and service offerings and position the company as a leader in the dynamic telecommunications industry.
Discovery
We conducted extensive focus group meetings with all levels of the company. Senior management communicated their vision for the future of the industry, sales told us what was truly happening “on the street,” marketing shared their goals and aspirations and IT helped us understand how it all worked. We conducted primary research on the competitors and the marketplace, and reviewed materials supplied by the client.
Findings
Through our research, we developed a clear understanding of this unique company – a young, vibrant company whose culture derived directly from the dynamic CEO. The company needed a name that evoked positive energy, a name that would not restrict them again as the wireless industry was growing rapidly with new opportunities emerging every day.
Solution
We named the company and designed a dynamic brand that was true to the company culture of innovation. We designed the new brand and developed a transition strategy for the launch of the new company brand.
Deliverables
• Company Name
• Brand Design
• Transition Strategy
• Introductory Advertising Campaign
• Introductory Mailers
• Marketing Collateral
• Trade Show Exhibit
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