The Case
We developed a brand migration strategy to organize the various companies under one identity, beginning with the coined name Captaris. We instituted the name change using Captaris as an endorser of each of the separately branded products.
As awareness of Captaris increased, the products were subordinated to the Captaris identity. All marketing efforts then centered on the corporate brand.
In 2005, the final stage of a three-year strategic brand plan was initiated with a new tagline "The Way Information Moves."
Need Proof?
- 12% to 78%
- increse in corporate name awareness.
- $15,000,000
- three-year comparable revenue increase on a 7% increase in gross margin.