A new Value Proposition and Brand Positioning that deeply resonate with customers.

​

The challenge:

A B2B business unit of a large, established technology organisation had a generic brand profile and little differentiation. As with many telecommunication companies, their go-to-market approach was very technical and sporadic. How do you communicate value and differentiate in a homogenous market?

 

Approach:

The value proposition work required a thorough analysis of customer feedback (quantitative and qualitative), as well as internal workshops to understand what the business’ key strengths were and what resonated with their audiences. An audit of existing material was undertaken to understand the status quo. Several territories were then reviewed, in terms of both competitors’ positioning and opportunity to shine. 

 

Solution:

Defined positioning and a strong value proposition statement were created, with a clear point of differentiation. The brand was humanised and off the back of this work, a year-long content campaign was devised, created and launched omni-channel. 

 

Results:

Content program performed 200-300% above targets, across all digital and social channels employed.