Branding the transition from consultancy to SaaS provider
New York City-based BERA Brand Management was looking to reposition its brand in support of a transition from high-touch research consultancy to SaaS provider.
BERA measures 4,000 brands across 200+ categories in real time, giving marketers and business leaders immediate, powerful insights into their consumers, as well as actions to be taken to improve market performance.
We discovered that competitors champion the value of their data and brand insights but offer little that links directly to business outcomes. Their targets are exclusively CMOs and marketers, rather than a range of leaders in the C-suite responsible for business strategy and market success.
We identified an opening in the market that would differentiate BERA from its competitors, while expanding the company’s relevance across the entire executive suite.
Rather than focusing on “better data and insights,” we positioned BERA as an advanced, market intelligence tool for business growth. This shift in focus immediately set BERA apart from its competitors, strengthened the position of marketers using the service in the context of business strategy, and engaged a wider range of executive interest in the BERA offering.
Building on the foundation of this strategy, we designed a new visual identity with the new positioning as it’s DNA.
We then fully redeveloped the BERA website, focusing on showcasing the powerful features that set them apart.
- Brand strategy and positioning
- Identity design
- Graphic design
- UX strategy
- UX design
- Web development