BrandingPays™ Services
Karen’s 20+ years of experience consulting with more than 150
companies on their positioning and brand strategies has been distilled into her unique BrandingPays™ process. After analyzing internal and external inputs, she facilitates interactive workshops around a strategy straw man for positioning and branding.
Although the process is structured, each workshop is customized to produce results in quick fashion. Not only will you get a final positioning and brand strategy in a set of presentation slides, but your team will be trained and inspired to execute!
Success Examples
The right positioning and brand strategy will help you dominate your market, go public or be acquired.
Here are just a few examples.
The Quicksilver Group (Zamba)
Undifferentiated in a crowded market for systems integration
Repositioned in a smaller niche it could own
Became market leader and grew from less than $1 million to $12 million in a few years. Rebranded the company when it merged with another small systems integration firm to expand market, and became a $50 million company before being acquired by PeopleSoft.
Synopsys
Not well differentiated against a dominant player
Repositioned Synopsys as design technology partner for complex chip design. Developed strategy to create need for new submicron design methodology that this high-level design technology company was uniquely qualified to fill.
Synopsys reaped success as leader in submicron design software.
Biosys (agricultural biotech)
Near bankruptcy with no investor interest because of poor positioning
Highlight proprietary biotech technology of this beneficial nematode company, and re-segment market to position Biosys as the leader in the subterranean niche for biological pesticides.
$30 million IPO within six months
BlackStone Discovery (then CopyDox)
Old positioning as legal production services was holding back CopyDox in the growing eDiscovery business for the legal market.
Renamed the company BlackStone Discovery to give it weight and a discovery focus.
BlackStone Discovery is successfully growing its e-discovery business in a recession while competitors are failing.
Quinta
This network storage start-up’s optical technology positioning appeared risky to the market and slowed adoption.
New positioning emphasized Winchester technology evolution (not revolution) that enabled cost-effective management of massive online data.
Renewed interest in the company’s technology and subsequent acquisition by Seagate for $400 million within 12 months.
Lavante Inc. (Was AuditSolutions)
AuditSolutions name, positioning and branding hindered plans to grow beyond recovery audits.
Repositioned the company as an on-demand service with an automated profit recovery process to differentiate from the competition, and allow for future positioning in cloud-based supplier management solutions. Rebranded the company as an innovative on-demand service, a great client partner and an industry thought leader.
More than doubled year-on-year growth, with record new customers, and $8 million in Series C funding led by SAP Ventures.
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