Case Studies
Briar Patch helps clients engage their high value decision-makers around complex offerings across long sales cycles.
Defining Corporate Values and Messaging for a Real Estate Investment Leader
DELIVERABLES:
Corporate Values
Messaging Platform
Brand Strategy
One of the nation’s top multifamily real estate investment and property management firms needed to clarify its values and vision and update its brand image after a period of growth and expansion.
Through team interviews, market research and careful brand audits, as well as highly interactive workshops, values were refined that reflected a more dynamic and confident narrative around the company’s collaborative culture. This platform was then activated in messaging resources and web design strategy to showcase the firm to prospective and existing investors and employees.
Rebranding and Repositioning a Surgical Imaging Innovator
DELIVERABLES:
Brand Positioning
Executive Facilitation
Messaging Platform
A leading developer of surgical imaging technology sought to reposition its portfolio in advance of a public offering or possible acquisition.
The effort required deep survey research and insight gathering on the perspectives of healthcare decision-makers, as well as execution of consensus-building workshops to help transform internal perceptions and expectations. Careful presentation of findings and strategic imperatives drove development of a more elevated brand positioning and messaging platform built around improving surgical performance and efficacy rather than tactical product features.
Aligning Product Naming Architecture for a Fortune 500 Software Provider
DELIVERABLES:
Brand Strategy
Naming Architecture
Transition Planning
After acquiring more than 60 brands over a 10-year period, a U.S. provider of public service software was elevating its on-prem offerings to a comprehensive cloud platform. The clutter of legacy names was not sustainable or compatible, even as many possessed market equity.
A more comprehensive naming strategy was outlined to align product names with the overarching brand and business vision. The crucial initiative encompassed leadership of survey research and broad corporate discovery, all leading into a development of a forward-looking product-naming architecture, clear naming conventions, helpful guidelines documents, and a phased transition plan.
Repositioning a Global Engineering and Construction Company Safety Brand
DELIVERABLES:
Brand Strategy
Messaging Platform
Creative Direction + Planning
A construction and engineering firm with thousands of employees, contractors and partners launched a business critical effort to reinvigorate the company’s safety culture. A compelling narrative and theme were required to engage audiences around the globe.
Following a series of cross-company workshops, on-location discovery and broad industry research, the theme of “Safer Together” was activated as a core value inseparable from the corporate brand (rather than as a one-off program). Strategy led directly into development of highly effective messaging, outreach programs and guidelines to support internal teams.