Our Work

We focus on brand strategy development. We are practical and creative in our strategic development. We bring passion, fresh insight and confidence to our work. We believe in our ability to make a significant difference for clients.

Here are several examples of work that's made a difference for our clients.

Acer: A TBM Company

The challenge: Help a $7 billion, multi-national technology company shift from an OEM operational culture and build a value-add, global brand for competitive advantage.

Our solution:

• Apply TBM philosophy and principles right from the start
• Put a solid corporate brand building foundation in place, including a brand vision: "Breaking barriers between people and technology."
• Simplify the brand system/naming conventions throughout the organization. Eliminate 24 sub-brands.
• Revitalize the Aspire home PC line (Aspire by Acer) around a tightly focused brand promise of "Easy"
• Conduct global research to develop and refine the repositioning of the commercial sector PC offerings around the core idea of "dependability"
• Rename the commercial desktop line Veriton
• Global research to benchmark corporate brand awareness and key attributes
• Consultation with Acer on KPI measurements and metrics to link brand development to management performance.
• Establish a "TBM" intranet website for real time transfer of knowledge across the organization.
• Initial global TBM training and education leading to comprehensive "Living the Brand" learning (with our partner Celemi)
• Rollout into pilot markets for full implementation learning and refinement
• Expansion of the TBM approach into other business units like mobile products

Results: today, Acer remains firmly committed to the long-term path to building stronger brand equity in key markets around the world. They recognize that brand building is a long-term process of continuous learning and improvement.

AristaSoft: Building a New Brand in a Dynamic, Internet-driven Marketplace.

The challenge: develop a comprehensive brand development program for an ambitious new ASP determined to outsmart, not outspend, the competition.

Our solution:

• Benchmark research that revealed actionable insights into the target audience's motivation and expectations.
• Comprehensive competitive brand benchmarking study to reveal positioning opportunities
• Create a compelling, long-term brand vision and core brand values to anchor brand development in an emotional rather than technological space.
• Additional research to more tightly identify the target audience and key decision criteria
• Define a positioning strategy that includes new category descriptor around business process integration.
• Design a compelling brand value proposition that can evolve with the market and provide emotional as well as rational benefits.
• Naming strategy and criteria for a new corporate name that's not linked to software but to broader solutions.
• Provide internal education and raise brand consciousness throughout the organization.

The results: AristaSoft is exceeding its business goals and expanding into new markets ahead of schedule.

Other success stories

Dell: proBRAND consulted on corporate brand positioning and brand mission strategy. As a result of our work, Dell affirmed their "direct" positioning on a global basis along with "best customer experience" as the internal brand mission. We also developed a comprehensive training and educational program for global implementation; worked on sub-branding strategy and positioning for the business PC line; and designed and conducted research in 7 countries.

Deloitte Consulting: proBRAND worked with the corporate brand team and global marketing council to assess corporate brand positioning and communications strategy on a worldwide basis. This project included global research among customers and prospects in five countries, as well as a comprehensive competitive benchmarking study. Our recommendations have fundamentally changed the way Deloitte views brand building.

HP SureStore: proBRAND developed a complete strategic overhaul of HP's SureStore storage line brand across multiple divisions. Our work included a new brand vision and positioning, brand system and sub-branding guidelines and comprehensive training for representatives of four operating divisions, including senior management.

International Data Corporation: proBRAND undertook extensive research and internal analysis to determine the current brand equity of IDC versus key competitors. We recommended a new brand positioning, personality and other key identity attributes. One outcome: a new tagline - Analyze the Future.

Plantronics: When this global leader in headsets and other communications products decided to shift from a product-led to a more brand-oriented business approach, proBRAND provided a comprehensive brand foundation on which to build. Our work included a new company mission, brand vision, values, key identity attributes and a comprehensive educational program for the US and Europe.