Marketing Strategy
We can help.
Value Proposition Development
You’ve developed a great service or product. But perhaps it’s a bit of a secret. Or it has not been launched yet. You want to advertise or develop a PR campaign. You want to create a reputation for your service that stands out from the competition.
With plenty of creative insight and rigor, we’ll find that way to talk about your brand that is:
- Relevant to your prospects and customers
- Differentiating from current products and the competition
- Compelling to action – to pick up the phone, to do a trial, to buy
Depending on your needs, budget, interest in market research, and other factors, we can refine the messaging of your organization or brand – corporate, business unit, or service – in as little as 3 weeks.
We’ve helped many companies find their unique selling proposition. That includes multinational companies such as LexisNexis and Travelport, start-ups such as MusicNet, and regional providers such as Plymouth Rock Assurance Corporation.
Explore how your value proposition can be refined by calling us on 917.921.8009 or email us on Ideas@BendingBrook.com.
Case Study: Lexis Nexis
-
Situation
- LexisNexis was known for publications and online information services to legal professionals
- It had hundreds of market facing brands
- However, the business strategy was to grow though sales of end-to-end solutions and services – including to the government, academic, and risk-management clients
- LexisNexis needed to be repositioned to make the strategic goal a reality
-
Solution
-
With a solid foundation based on competitive audit, communications review, customer research, and customer interviews – and lots of creativity, we did the following:
- Met strategic, customer, employee, and competitive goals
- Many brands prevented any one brand from standing out, and prevented the story of integrated solutions being told
- Product families were used as organizing principles to support “solutions”. We focused on a few, well-known and extensible brands to create these families
- A simpler presentation and brand launch communicated the shift of LexisNexis to solutions
- Organized 50 uncoordinated brands for LexisNexis into 4 product families
- Accomplished business strategy of a separate and coordinated focus on 4 market verticals
- Renamed selected offerings. Created & evaluated different naming strategies; selecting “LexisNexis + descriptive name” to accomplish business strategy
- Emphasized the master brand “LexisNexis” through naming & visual systems
- Created a sales manual to serve as a playbook for brand changes and bring to life LexisNexis’ unique selling proposition
Step 1: Created a new brand identity – description and design
Step 2: Created a new brand architecture – product naming and organization
Results
