HOW WE CAN HELP
Align Companieswith Customers

ALIGN - CASE STUDY 2:
REVITALIZING A COMPANY THROUGH COMPLETE BUSINESS REENGINEERING
Impetus: In a rapidly changing market, this former industry leader was stuck holding a dying technology. Sales, revenue, and profits were in decline. There had also been several management changes initiated by their recent acquisition. The company also suffered from discord and malaise as the fruits of its historical lack of direction.  

Insight: We started by assessing the current brand image inside and outside through research with internal and external audiences. We then worked with the new management team to determine a desired brand identity, using our Sonar Branding™ approach. This intelligence helped define a brand architecture and identity that was the reference point for brand strategy and communications moving forward.

Mindful that we needed to help the new management team establish credibility and stability, we helped them shape a vision and mission for the new organization along with key employee groups. This yielded a direction that had buy-in throughout the organization and provided a clear roadmap for where the organization was headed and why. We worked with management on communicating this vision throughout the organization clearly and consistently with a focus on cumulative effect.

Driven by proprietary research and market analysis, we created a business plan with revised business and brand strategies. We identified potential alliances and strategic partners to accelerate achievement of the goals and objectives defined within the business plan.

We also helped refine the organization, recommending and helping to establish an Emerging Business Unit that allowed the company to maintain its analog business (and revenue) while migrating to a new business model built on wireless, networking, and recurring services that utilized its new strategic partnerships and refocused internal capabilities.

Impact: The client was able to extend their product base into the nascent wireless market and revitalize the brand. They were able to re-establish credibility and increase retail channel penetration. Company morale picked up as employees started looking in the same direction with a new sense of hope. The new brand architecture initiated the beginning of a brand revitalization and repositioning for all stakeholders, including the employees.

ALIGN CASE STUDY 1