Positioning a B2B tech brand for a new era
Positioning a B2B tech brand for a new era
Demonstrates our ability to work in B2B and tech settings, taking a technologically complex product and finding a simple yet powerful positioning.
Deliverables
- Brand strategy
- Audience psychographics
- Messaging framework
- Communications strategy
- Team alignment
Business Problem
Genetec is a world-leading innovator in security and video monitoring, both software and hardware. Its most famous and comprehensive product, Security Center, which was also their biggest money maker, had undergone an important evolution to adapt to the ‘software as a service’ (SAAS) approach. The challenge was to present the new iteration in a fresh light to prospective customers, while reassuring existing loyal customers and ushering them gently into the evolved model.
Idea
Through an SMP study, we arrived at a new positioning for Security Center, using an analogy that was deeply familiar to the developers and workforce at Genetec. This allowed all communications and service behaviors to be contoured in a way that presents Security Center, and the people behind it, as the key enabler for leaders in this new era of security and privacy concerns.
Aligning the marketing and leadership teams behind this new positioning allowed the company to hold the most successful product launch in its history.
Impact
Aligning the marketing and leadership teams behind this new positioning allowed the company to hold the most successful product launch in its history. The new positioning has allowed them to attract new customers while retaining and developing existing ones. Early signs show that the company will exceed 2025 and 2026 sales targets.
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