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Our Work
Highlights

Problem

Global computer hosting company in data centers is disrupted by cloud. Rackspace’s category is suddenly obsolete.

Solution

Repositioned with a new Category-of-One market difference: The World’s #1 MANAGED Cloud Company.

Result

Company stock rebounded.

Rackspace purchased for $4.3 BILLION.

Problem

Global computer hosting company in data centers is disrupted by cloud. Rackspace’s category is suddenly obsolete.

Solution

Repositioned with a new Category-of-One market difference: The World’s #1 MANAGED Cloud Company.

Result

Company stock rebounded.

Company purchased for $4.3 BILLION.

 

Challenge

One of the world’s largest pharma companies sought its first corporate ‘master brand’ for unity after multiple acquisitions.

Solution

We created and tested new positioning with our concept: For the person in every patient. Also named new web portal: AZ&Me.

Result

AstraZeneca had a patient-centered, articulated mission to rally around for the first time in its history.

Challenge

One of the world’s largest pharma companies sought its first corporate ‘master brand’ for unity after multiple acquisitions.

Solution

We created and tested new positioning with our concept: For the person in every patient. Also named new web portal: AZ&Me.

Result

AstraZeneca had a patient-centered, articulated mission to rally around for the first time in its history.

 

Challenge

Backup and Recovery in computing is a critical function, especially in the era of Ransomware. But the category is fragmented and undifferentiated, with too many competitors. An investor team planned to roll-up high quality mid-size players into one dominant Brand. They needed a great name and a unique, own-able difference to help close the investment round, and hit the market running.

Solution

We named the new company CyberFortress. We positioned the company as the “Recovery People,” enabling it to own a single word that expressed the ultimate end-benefit for their category. We gave them Micro-Scripted feature names like Four-Step Backup™ And the Rapid Recovery Force™ and more.

Result

The capital raise was completed. The roll-up was successful, enabling CyberFortress to enter the market as a dominant Brand in the Category, with an estimated $60M annual revenue on day 1.

Challenge

Backup and Recovery in computing is a critical function, especially in the era of Ransomware. But the category is fragmented and undifferentiated, with too many competitors. An investor team planned to roll-up high quality mid-size players into one dominant Brand. They needed a great name and a unique, own-able difference to help close the investment round, and hit the market running.

Solution

We named the new company CyberFortress. We positioned the company as the “Recovery People,” enabling it to own a single word that expressed the ultimate end-benefit for their category. We gave them Micro-Scripted feature names like Four-Step Backup™ And the Rapid Recovery Force™ and more.

Result

The capital raise was completed. The roll-up was successful, enabling CyberFortress to enter the market as a dominant Brand in the Category, with an estimated $60M annual revenue on day 1.

 

Challenge

Aon, the world’s second largest provider of risk management and insurance services wanted to differentiate its largest division: Aon Heathcare.

Solution

We positioned Aon Health as the Risk Strategists who Deliver ROR: Return on Risk. We reframed ‘Risk’ as an asset for competitive advantage when placed in the right hands.

Result

Our brand solution was so popular, it was recommended to become the new master brand for the entire company.

Challenge

Aon, the world’s second largest provider of risk management and insurance services wanted to differentiate its largest division: Aon Heathcare.

Solution

We positioned Aon Health as the Risk Strategists who Deliver ROR: Return on Risk. We reframed ‘Risk’ as an asset for competitive advantage when placed in the right hands.

Result

Our brand solution was so popular, it was recommended to become the new master brand for the entire company.

 

Challenge

Private equity firm bought a small ‘Clinic-Inside-Retail-Stores’ business with three locations. Now it had to turbo-charge growth.

Solution

BT6 created a new Name, Frame and Claim: The Little Clinic to take on the CVS-owned national leader.

Result

The Little Clinic was purchased by Kroger, nation’s largest supermarket chain. Over 215 locations today.

Challenge

Private equity firm bought a small ‘Clinic-Inside-Retail-Stores’ business with three locations. Now it had to turbo-charge growth.

Solution

BT6 created a new Name, Frame and Claim: The Little Clinic to take on the CVS-owned national leader.

Result

The Little Clinic was purchased by Kroger, nation’s largest supermarket chain. Over 215 locations today.

 

Challenge

A private equity-backed firm was producing the first-ever auto built from scratch for people with disabilities. It solved the cost and warrantee problems of after-market “handicap” vehicles. They had no name or messaging.

Solution

We named their Category, named the car the MV-1 for “Mobility Vehicle,” and created a Brand Story that only this brand could tell.

Result

The MV-1 is now a familiar vehicle on the road in 50 states. It serves as both a private mobility vehicle and a spacious, equal access taxi-cab in cities across the US.

Challenge

A private equity-backed firm was producing the first-ever auto built from scratch for people with disabilities. It solved the cost and warrantee problems of after-market “handicap” vehicles. They had no name or messaging.

Solution

We named their Category, named the car the MV-1 for “Mobility Vehicle,” and created a Brand Story that only this brand could tell.

Result

The MV-1 is now a familiar vehicle on the road in 50 states. It serves as both a private mobility vehicle and a spacious, equal access taxi-cab in cities across the US.

 

Challenge

A company creates an advanced, wing-shaped aerodynamic drag reduction device for the tails of semi-tractor trailers. The product needs branding to dispel negative perception of its Category caused by unreliable, early competitors.

Solution

We name the company and product Rocketail. Our proposition: Rocketail is #1 in ROI for the Life of Your Trailer. We create copy, Micro-Scripts and images for new website and sales scripts.

Result

Rocketail raised over $2.5 Million in funding from veteran industry executives. It is now taking orders from large national truck fleets to comply with new fuel saving standards.

Challenge

A company creates an advanced, wing-shaped aerodynamic drag reduction device for the tails of semi-tractor trailers. The product needs branding to dispel negative perception of its Category caused by unreliable, early competitors.

Solution

We name the company and product Rocketail. Our proposition: Rocketail is #1 in ROI for the Life of Your Trailer. We create copy, Micro-Scripts and images for new website and sales scripts.

Result

Rocketail raised over $2.5 Million in funding from veteran industry executives. It is now taking orders from large national truck fleets to comply with new fuel saving standards.

 

Challenge

An entrepreneur creates the first sparkling soda 100% sweetened by Maple--a nutrient rich superfood. Unlike other Maple-based drinks, it has a fruity, non-maple taste. The company has no messaging or awareness.

Solution

We name it MapleMama. We create Micro-Scripts like 100% sweetened by Mother Earth to describe it. We write a Brand Story about the Magic of Maple and oversee website development.

Result

MapleMama raises over $3.0 Million in investment capital, enabling it to hire top beverage industry executives, marketing and sales management. Now has distribution at top food retailers like Whole Foods.

Challenge

An entrepreneur creates the first sparkling soda 100% sweetened by Maple--a nutrient rich superfood. Unlike other Maple-based drinks, it has a fruity, non-maple taste. The company has no messaging or awareness.

Solution

We name it MapleMama. We create Micro-Scripts like 100% sweetened by Mother Earth to describe it. We write a Brand Story about the Magic of Maple and oversee website development.

Result

MapleMama raises over $3.0 Million in investment capital, enabling it to hire top beverage industry executives, marketing and sales management. Now has distribution at top food retailers like Whole Foods.

 

Challenge

Charity Planner, Inc. offered back-office automation to private foundations for the first time. Its message did not match this unique proposition. Plus--advisors perceived the service as a threat.

Solution

We renamed the company FoundationSource and repositioned it, using the tagline: The Silent Partner Behind America’s Foundations. We deployed the message on a new website and collateral.

Result

The company grew to become America’s largest management firm for private foundations with over $12 Billion in foundation assets today.

Challenge

Charity Planner, Inc. offered back-office automation to private foundations for the first time. Its message did not match this unique proposition. Plus--advisors perceived the service as a threat.

Solution

We renamed the company FoundationSource and repositioned it, using the tagline: The Silent Partner Behind America’s Foundations. We deployed the message on a new website and collateral.

Result

The company grew to become America’s largest management firm for private foundations with over $12 Billion in foundation assets today.

 

Challenge

Aerox Aviation Oxygen Systems was the industry leader when founded over 40 years ago. Now it is in the middle of the pack with several innovative competitors. An entrepreneur acquires the company, revitalizes product line and wants to restore the Brand to #1 Status.

Solution

We decided that with it's history, loyal customer base and new product lines—Aerox could plausibly “assume leadership” using the Tagline: #1 in Oxygen. We featured the unique “Reason to Believe” for this positioning with the sub-tagline: Oxygen Made Easy. We helped the CEO develop sales and PR Micro-Scripts to tell the new Brand Story.

Result

Aerox sales are climbing like a turbojet! Supported by the new Branding, The CEO is claiming the thought leadership spotlight and receiving a boost in unpaid press opportunities. The momentum has already led to new acquisitions, solidifying Aerox as #1 in Oxygen.

Challenge

Aerox Aviation Oxygen Systems was the industry leader when founded over 40 years ago. Now it is in the middle of the pack with several innovative competitors. An entrepreneur acquires the company, revitalizes product line and wants to restore the Brand to #1 Status.

Solution

We decided that with it's history, loyal customer base and new product lines—Aerox could plausibly “assume leadership” using the Tagline: #1 in Oxygen. We featured the unique “Reason to Believe” for this positioning with the sub-tagline: Oxygen Made Easy. We helped the CEO develop sales and PR Micro-Scripts to tell the new Brand Story.

Result

Aerox sales are climbing like a turbojet! Supported by the new Branding, The CEO is claiming the thought leadership spotlight and receiving a boost in unpaid press opportunities. The momentum has already led to new acquisitions, solidifying Aerox as #1 in Oxygen.

 

Challenge

Merge Virtual Reality raised $5 Million for its first product—a soft foam VR headset powered by any smartphone. They now needed an articulated Category and brand to market a follow-up product.

Solution

We positioned Merge as the specialist in safe, educational VR products for kids. Our tagline was MergeVR: The Future of Toys. We ‘taglined’ their new product: The Hologram you Hold in Your Hand.

Result

MergeVR and their new product were VR stars at the C.E.S. Show that fall. In a market with global competitors like Samsung, Merge was establishing an own-able position as the safe, educational VR specialists for kids.

Challenge

Merge Virtual Reality raised $5 Million for its first product—a soft foam VR headset powered by any smartphone. They now needed an articulated Category and brand to market a follow-up product.

Solution

We positioned Merge as the specialist in safe, educational VR products for kids. Our tagline was MergeVR: The Future of Toys. We ‘taglined’ their new product: The Hologram you Hold in Your Hand.

Result

MergeVR and their new product were VR stars at the C.E.S. Show that fall. In a market with global competitors like Samsung, Merge was establishing an own-able position as the safe, educational VR specialists for kids.