Aprimo
Creating Brand Relaunch Story
A key imperative of the new ownership change and merge with Revenew was for TMA to re-launch and revitalize the Aprimo brand internally and externally under a highly compressed 35-day timeline.
Approach
- Assessed the market landscape
- Reviewed legacy and current positioning
- Conducted input and strategy workshops with key stakeholders
- Developed initial brand narrative concepts
- Conducted in-depth interviews with key stakeholders and customers to test and refine initial brand messaging
Results
- Supported successful re-launch of Aprimo brand in under 35 days
- Defined and developed corporate brand destination narrative
- Published Audience Desired Outcomes Guide to align communications development
- Identified and developed key components of brand architecture
- Developed company positioning