Post on 29-May-2020
1Brand Creation + Strategy +
Monetization Confidential Information
Aptaris™ Branding and Marketing
2Brand Creation + Strategy +
Monetization Confidential Information
Ambitious goals fueling big changes
Company needs to dominate the retail sector to quickly reach critical
mass and win key accounts.
A secondary objective is to expand client base beyond retail.
We began with the following objectives:
• Improve visibility to generate more leads
• Tell a compelling story with rich content & high quality sales materials
• Make it onto more RFP invitation lists
• Shorten the sales cycle
• Prove value of product through high profile customers & success stories
• Widen install base to take advantage of distracted competitors
• Add profit to the bottom line to fuel future growth
3Brand Creation + Strategy +
Monetization Confidential Information
LaunchCommunicationsBrand
Creation
Our Process
Brand
Strategy
We started with a
comprehensive
review of the
brand, internally
and externally
Rapid
Immersion
4Brand Creation + Strategy +
Monetization Confidential Information
Initial recommendations
Clarify positioning: Internal confusion about what the company is
about— Advertising production company? Services? Software?
Consulting?
Fix the naming problem: Confusion between Retail Sense and
IntelliSense and no customers spoke of IntelliSense. IntelliSense had
trademark issues. Plus Retail Sense name was severely limiting. It cannot
travel outside the retail sphere. The word “Sense” associated with the
softer concepts of feelings, perceptions and intuition, not the solid certainty
of reason, knowing.
Adopt outstanding visual brand: Start with a new logo that fits with
the new name and strategy and is not limited to retail like the shopping
bag and that is not a generic concept like the light bulb. Build out a look
and feel that unifies all communications, print, video, online and within
product itself.
5Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
6Brand Creation + Strategy +
Monetization Confidential InformationEmergent Systems – Brand Positioning
Efficiency x x x x x
Work together x x
Manage parts/resources x x x x x
Adapt to change x x
Automated processes x x x
Cloud based x
Integrated x x x x x
Control x x
Campaign management x x x x x
Multi-channel x x x
Streamline x x x
Digital asset
management x x x
Accountability x x x
Performance
measurement x x x
Compliance/consistency x x x
Centralized x
End to
end/comprehensive x x
Analysis x x x
Modular x x
7Brand Creation + Strategy +
Monetization Confidential Information
LaunchCommunicationsBrand
Creation
Brand
Strategy
Rapid
Immersion
Our Process
Based on internal
values and customer
feedback, we created
the brand strategy
8Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
We tested three positioning statements
9Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Concept 1’s focus on connection was the winner
Evaluation of Concept 1: Integrated. Integrity. Integral.
Only two outside reactions—with opposite opinions:
•One loved “Integrity is at the core of what we deliver.”The other did not..
•Same with the ending sign-off.
Ideas liked:
Backed by a team of experts
Retail Sense serves you with integrity (not liked
internally)
What you need on time and on budget
Ideas not liked:
Assets
Integral contribution
More than a promise
Ideas to add:
Innate expertise
They talk the talk
Overall
“I love the integrity angle”
“The core idea should be expanded about how
they fundamentally “get it”
“Not differentiating enough”
“Too self-serving.”
10Brand Creation + Strategy +
Monetization Confidential Information
Aptaris is a marketing enterprise management solution for marketing initiatives,
campaigns and resources. We give you an intelligent approach for simplifying the
complexity of more events, more messages, more media outlets, constant change
and aggressive competition.
Aptaris connects systems, content, processes, channels, and people into a
smoothly interacting system that is intuitive and configurable. We adapt and refine
your processes so you can concentrate on achieving your goals. With Aptaris, you
can identify opportunities, improve customer communications, get more from
promotional budgets, and ultimately drive profitability. In a world of fewer resources
and growing complexity, Aptaris lets you do more and more with less and less.
The ideal marketing management system is more than just software. It is a
team of experts with an insider’s in-depth understanding of your business and
the challenges you face. We do what we say we will do, on time and on budget.
And we are here to support you, from implementation through training and
ongoing refinement.
Aptaris™ Brand Positioning: Marketing Enterprise Management
11Brand Creation + Strategy +
Monetization Confidential Information
Aptaris is a promotions management solution for marketing initiatives, campaigns
and resources. We give you an intelligent approach for simplifying the complexity of
more events, more messages, more media outlets, constant change
and aggressive competition.
Aptaris connects systems, content, processes, channels, and people into a
smoothly interacting system that is intuitive and configurable. We adapt and refine
your processes so you can concentrate on achieving your goals. With Aptaris, you
can identify opportunities, improve customer communications, get more from
promotional budgets, and ultimately drive profitability. In a world of fewer resources
and growing complexity, Aptaris lets you do more and more with less and less.
The ideal marketing management system is more than just software. It is a
team of experts with an insider’s in-depth understanding of your business and
the challenges you face. We do what we say we will do, on time and on budget.
And we are here to support you, from implementation through training and
ongoing refinement.
Retail Positioning: Connected Promotion Management Platform
12Brand Creation + Strategy +
Monetization Confidential Information
Our Process
The brand strategy
drove the creation of
a new name and the
development of a
new logo
LaunchCommunicationsBrand
Creation
Brand
Strategy
Rapid
Immersion
13Brand Creation + Strategy +
Monetization Confidential Information
Shortlist candidates, screened for availability
Ardis
Virtuoso
Explica
Aptaris
Orchos
Scenario
Captus
Metis
Provis
Radiance
Strala
Emprise
Acuo
Velocity
Over 2,000
concepts
14Brand Creation + Strategy +
Monetization Confidential Information
Aptaris
Internal:
• Video game/Atari
• Aptitude
• Aparatus
External:
• Strong association with skill and aptitude
• Secondary association with planets, stars, astronomy
• Also: apps for a computer, car, video game, consulting company
15Brand Creation + Strategy +
Monetization Confidential Information
16Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
We created and tested many design concepts
17Brand Creation + Strategy +
Monetization Confidential Information
New name and logo
18Brand Creation + Strategy +
Monetization Confidential Information
Our Process
Massive to do list crossing all
communications channels
LaunchCommunicationsBrand
Creation
Brand
Strategy
Rapid
Immersion
19Brand Creation + Strategy +
Monetization Confidential Information
New presentation (visual and verbal storyline)
20Brand Creation + Strategy +
Monetization Confidential Information
Stationery System
21Brand Creation + Strategy +
Monetization Confidential Information
Stationery System
22Brand Creation + Strategy +
Monetization Confidential Information
23Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
New Web site
24Brand Creation + Strategy +
Monetization Confidential Information
Company wide launch
25Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Getting a start on social media
26Brand Creation + Strategy +
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Solution Videos
27Brand Creation + Strategy +
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Sales meeting
28Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Trade show strategy, design, execution support
29Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Trade show strategy, design, execution support
30Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Trade show strategy, design, execution support
31Brand Creation + Strategy +
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Collateral (phase 1)
32Brand Creation + Strategy +
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Collateral (phase 1)
33Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Guidelines and Templates
34Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Guidelines and Templates
35Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Guidelines and Templates
36Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
Guidelines and Templates
37Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
• Executive overview/Growth strategy
• Brand positioning/strategy
• Naming/Identity System
• Brand launch
• Media kit
• Blogging
• Trade/Media preparation
• Partnership development
• Promotional Item strategy deck
• Coordination/content creation with Grace for PR
• Board meeting planning and presentation
• Technology planning (plan for partner departure)
• Sales presentation story (visual/verbal)
• Signage/UI splash screen/Misc. identity needs
• Screen grab clean up for marketing
• Pre-sales content start (letters, charts, collateral)
• Templates (proposal, presentation, visuals)
• Custom Tradeshow 10x10, 20x20, portable booth
Other deliverables completed
• Business Strategy
• Demo development support
• 7 solution videos (almost there)
• Photo library started
• Additional slide graphics
• Vendor Portal (start)
38Brand Creation + Strategy +
Monetization Confidential InformationAptaris- Branding Work
• Marketing plan
• Enhanced case studies
• Messaging Guides
• Press kit
• Blogging
• SEO
• Link building
• Press support
• Web site build out and management
• Trade show support
• Social media strategy & management
• Brand video(s)
• Vendor portal story, materials, web,etc.
• Vendor portal launch
• Product UI short/long term
• Brand/Marketing Guidelines & toolkits
• Zoomifier/AgileCRM integration
• Advertising Campaign
• Gartner Strategy/Development
• Product Branding
Continuing work…
• Extended collateral system
• Though Leadership content
• Sales Support
- scripts
- presentation variations
- letters
- TL/POV content
- etc.
• Ongoing Brand/Marketing Development
• Direct Mail b2b
• Outreach DB of thought leaders/press
• General Communications
• Refresh message – away from MRM
• Final art for custom booth
• Nidia as part-time marketing analyst
coordinator.