Case Study: Broadsoft
Challenge
For the past several years, BroadSoft
has been among the fastest-growing high-tech businesses
in the U.S., and has become the leading provider of
advanced VoIP technologies to the world's largest private and national telecom carriers.
But, until recently, the company was widely perceived to be trailing
key competitors in terms of both its client base and
the sophistication and reliability of its solutions.
Though current clients were consistently enthusiastic
supporters of BroadSoft's uniquely robust VoIP platform
and it's unparalleled service, prospective customers
were generally hard to win over with existing sales
and marcom media and tools and the products' interfaces
and iconography.
Solution
For this in-depth, long-term engagement,
I teamed up with the principals of J
Street Consulting. Following an assessment of
this rapidly evolving market environment, major competitor
positions, and current and prospective customer perceptions,
a complete collaborative rebranding was carried out,
including a redesign of the corporate identity system
and all associated materials and media. This was followed
the development of a comprehensive suite of state-of-the-art
interactive media and offline sales and marketing
collateral, together with new product interface standards
and product iconography. The final program was given
an enthusiastic reception at the company's annual
partner summit. A subsequent customer survery, revealed
that current and prospective customers felt the new
identity and program perfectly complemented and reflected
the company's dominant international market position
and its superior technologies. |
