A leading technology services provider, a subsidiary of a billion-dollar conglomerate with diversified businesses in non-IT, looked to rebrand themselves to re position with a strong independent identity in the marketplace.
Insights from Feedback Insight’s 360-degree Brand assessment helped them to chart an effective and successful re-launch strategy
Approach
LISTEN
What is the Challenge?
- The client wanted to understand the brand’s position and its perception in the minds of customers. They wanted to know if customers viewed them through the same prism as their parent organization. Their goal was to use the study’s findings to develop a brand strategy focused on optimal positioning and determine whether they could leverage any associations with the parent organization. We understood that the company has strong domain strengths in certain areas and is seen as a technical leader but there was a lack of awareness around the digital offerings, with low brand recall.
PLAN
Addressing the Challenge
- Feedback Insights conducted a 360-degree assessment over a period of 2.5 months. Where instead of only gathering inputs from customers, we gathered inputs from all stakeholders, including potential customers, analysts, alliance partners, media houses, employees, ex-employees, and other stakeholders to get a holistic view of brand strengths. Investigation focused on client brand recall, the familiarity of its service offerings, perceptions, and first-hand experiences as also competition perceptions and positioning vis a vis client brand. Conducted an “in-depth workshop” with the top 30 leaders of the organization to understand gaps in the internal versus external perceptions of the brand.
ACCELERATE
Actionable Insights
- Holistic, 360-degree brand assessment based on internal and external stakeholders
- Understood brand perceptions, experience vis-a-vis competition
- Charted a go-to-market strategy based on inputs
Business Outcomes
