Sage Software
2006 ReBrand 100 Winners > notableIndustry: Software - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge - After mergers and acquisitions, marketers face classic branding questions. Are you a “house of brands” or a “branded house”? How do you transition from one brand to another without losing brand equity? Sage Software (formerly Best Software) faced these challenges in 2004-2005. Over seven years, the company had acquired 15 U.S.-based business software companies. Most of the newly acquired customers had never heard of our company. The question was: Did that matter? Because we have a goal of retaining customers for life, we determined that it did matter and that we needed to build a strong master brand while keeping the product brands many customers knew. Strategy - Our target audience of small and mid-sized business owners/managers (SMBs) often think about their business challenges at all times of the day and night, even when they’re not working, because their work and companies matter so much to them. The ad campaign and tagline (“Your business in mind”) capture that idea on two levels: SMBs have their businesses in mind much of the time, and because they are the only market we serve, so do we. In addition to changing our name, we added “Sage” to our product brand names and updated the packaging and collateral to better reflect the brand strategy. Result - Tracking study results are still to come, but the anecdotal feedback to the name change, new brand strategy, advertising and collateral has been extremely positive. Credits: Client: Sage Software - www.sage.com Client Contact: Steele Hays, VP, Marcom Creative Firm: Sage Software Marketing Communications team (collateral & packaging), Colby & Partners (advertising) - www.sage.com Designers: (Marcom team) Jason Anthony, Lisa Cox, Kathy DiPaolo, Angel Gamradt, Randy Goode, Anda Nelles, Darice Nicoletti, Paula Potter, Bev Sakane-Freeland, Ryan Sarmiento, Tim Waggoner Creative director: (Colby) Rick Colby Art Director: (Colby) Jarrett Farls Copywriter: (Colby) Dirk Vandeman [back] |
