Situation

An information Technology company asked us to help them build a plan to increase the value of their enterprise offering by increasing its market share.

Our Approach

We conducted a series of qualitative and quantitative efforts to develop an umbrella positioning that would appeal to three distinct types of decision makers. The challenge was to find an overarching theme that would speak to the needs of these different groups as they were all involved in a singular purchase decision for their organization’s technology needs.

Results

We uncovered a unifying theme that resonated with all three groups of decision makers. This message was highlighted in communication messages and compelling visual representations at a series of trade shows. The results dramatically increased the company’s market share, decreased the sales cycle time and increased its market capitalization.

Situation

A prominent association in Washington, DC wanted to enhance its market share and better understand its members’ needs. The challenge was to identify key motivators for membership, loyalty and engagement and formulate a strategy to allocate resources more effectively.

Our Approach

We conducted values-based research using our proprietary branding methodology. These efforts uncovered the decision making factors that shaped the communication strategy. Tangible product and service offerings were also identified and reinforced the benefits members and potential members saw as important and the personal values that motivated their behavior.

Results

The findings were used to help the association communicate its values and membership benefits. They also provided the rationale for developing a new educational offering that further enhanced members’ own value in the marketplace.

Situation

The client was a a new practice of family physicians who come to your home, office, hotel room or most anywhere you are to meet your healthcare needs. The challenge was to identify the core elements of the practice that would serve as key brand identifiers and guide marketing and PR strategy as well provide a culture of care for patients.

Our Approach

Using our proprietary branding methodology, we uncovered a robust brand position for this practice that highlighted its strengths and distinguished it from emerging competitors as well as traditional “bricks and mortar” physicians. Unlike other branding methods, our approach uncovered the personal motivations of patients and guided the development of a strategy, message elements and culture for all partner physicians.

Results

In the words of the client:

“Mary Beth enabled us to get to the root of what will drive success…We didn’t get just a sales pitch to market. Rather, we got information on what defines our brand…This is an invaluable resource for any business, new or existing….It reassures the client that the end product will be successful.”