Brand Positioning for a Public Tech Company

The Client: A public information technology company

The Problem: The client’s acquisition of several newly-acquired technologies provided them an opportunity to redefine their product branding and position toward a new audience. 

Our Approach: After supporting the development of brand mission and positioning, we used both qualitative and quantitative methods to test both aided and unaided awareness of brands in the competitive space. We also assessed the appeal of several alternative positioning territories. 

Our Outcome: Based on our analysis and testing, the proposed brand positioning and architecture was adopted and provided a critical positioning framework for the company’s overall messaging in the market both commercially and from an investor perspective.