B2B Global Branding
B2B Global Branding
a highly successful, $50B global private equity firmneeds to telegraph key differencesin increasingly competitive markets around the world
While B2B marketing has many different requirements, basic strategic branding disciplines can create huge ~ yet often overlooked ~ opportunities...
This challenge: Engage all key audiences ... internal as well as external
in capturing what matters most.
the trans4mation...
The initial request: "Create a Tagline"
The solution: ReBrand the Enterprise
The focus: A Strategic Frameworking Brief → Strategic Intent
Crystallize
Synthesize
Energize
Globalize
Humanize
- Warm & Approachable
- Dynamic
- Modest
Capture the Apax Difference
Powerful Idea with Modest Voice
Rethink Precision
Steps in ReEnergizing the Brand
- Rebrand "Apax Partners" to the more modern, actual name used: APAX
- Retain yet Refresh (vs. redesign) a great logo
- Systematize 'brand architecture' for internal branding (channeling internal creativity into effective, recognizable way to communicate competitive advantage, brand offerings & product relationships
- Identify & Clarify brand benefits:
- Leverage all Branding Resources: not just words but color ~ image ~ sound ~ language ~ style ... energy
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results
Jumping into the trenches, internally and creatively, the campaign launched on time, exceding BIG targets to increase traffic by +500,000 visitors, quickly reversing steep declines [-31% in 7 months prior to launch]
Site traffic zoomed up +18% with 3.6 MM incremental visits YOY in Phase 1:
• +27% monthly uniques: not just in visitors, but also cost-effective "brand seekers"
• page views up +76% YOY: not just more people visiting...they’re using the site
• unaided brand awareness up +4 % points: a BIG move with very high base awareness
• private seller listings up +169%: driven by “free to list” message breaking through
Our campaign was so successful, it won the top award, not just in its own category but also Grand Prix at the 2013 Cassie Awards for business effectiveness