Creating a Single Brand from Many

Herding Brands

The Challenge

An Actionable Research software client had undergone several acquisiitions which brought together over 10 product and company brands. It was the company’s desire to bring several of the brands under the corporate name, but how well would the name fit? And more importantly, what was the optimal way to position the company overall? Now that the brand represents much more diverse set of products that are consumed by several different kinds of users, what overarching position can they own which is believable and compelling?

The Approach

Actionable Research immediately interviewed internal executive managers and decided on a methodology which would enable not only the understanding of how the positioning would fit its client, but how well it would fit their key competitors as well. This would allow the company to not decide to use a positioning which was better suited for a competitor, or at least similar. An international sample was gathered and the results were analyzed.

The Result

Actionable Research was able to offer conclusive proof that one particular positioning was better than the others and offered a unique to use a narrative that fit well with its heritage. The overall result is still in use today and enables Actionable Research to see clear evidence that its methods are very effective and valid in very complex company brand and product brand environments.