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
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
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
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.