aptaris branding and marketing - lisa merriam€¦ · • brand/marketing guidelines & toolkits...

1Brand Creation + Strategy +

Monetization Confidential Information

Aptaris™ Branding and Marketing



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



LaunchCommunicationsBrand

Creation

Our Process

Brand

Strategy

We started with a

comprehensive

review of the

brand, internally

and externally

Rapid

Immersion



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.


Monetization Confidential InformationAptaris- Branding Work


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




Creation

Brand

Strategy

Rapid

Immersion

Our Process

Based on internal

values and customer

feedback, we created

the brand strategy



We tested three positioning statements



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.”



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



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



Our Process

The brand strategy

drove the creation of

a new name and the

development of a

new logo


Creation

Brand

Strategy

Rapid

Immersion



Shortlist candidates, screened for availability

Ardis

Virtuoso

Explica

Aptaris

Orchos

Scenario

Captus

Metis

Provis

Radiance

Strala

Emprise

Acuo

Velocity

Over 2,000

concepts



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



We created and tested many design concepts



New name and logo



Our Process

Massive to do list crossing all

communications channels


Creation

Brand

Strategy

Rapid

Immersion



New presentation (visual and verbal storyline)



Stationery System



New Web site



Company wide launch



Getting a start on social media



Solution Videos



Sales meeting



Trade show strategy, design, execution support



Collateral (phase 1)



Guidelines and Templates



• 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)



• 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.

aptaris branding and marketing - lisa merriam€¦ · • brand/marketing guidelines & toolkits...

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