Hitch: Envisioning the Future of Work in a Brand
During her time as CHRO of HERE Technologies — a global leader in open location platforms with nearly 10,000 employees across 50+ countries — author and futurist Kelley Steven- Waiss saw first- hand the twin challenges of today’s workplace: Companies have constantly evolving project needs but little visibility into the skills, aspirations and available capacity of their existing employees. Conversely, employees often feel “stuck” in dead-end jobs, unable to utilize all of their skills and passions. Steven-Waiss’ vision: create Hitch, a software platform that addresses both problems.
DOWNLOAD THE PDF
Interpace Biosciences: Diagnosing & Treating Brand Hierarchy Challenges
Headquartered in Parsippany, NJ with additional locations in Pittsburgh, New Haven, CT and Raleigh, NC, Interpace Diagnostics Group (Nasdaq: IDXG) is a national leader in personalized medicine. Their well-respected series of molecular diagnostic tests are the industry gold standard, enabling healthcare providers to avoid unnecessary surgeries and better assess the risk of cancer progression in their patients.
DOWNLOAD THE PDF
TrakCel: Personalized Medicine Witha Purpose-Based Culture
U.K.-based TrakCel provides a software platform that allows these manufacturers to develop therapies safely at scale, ensuring that critical identity, custody and condition chains are maintained. With the opportunity to play a vital role in the future of healthcare, the company’s leaders recognized the need to establish a purpose-based culture to help guide and illuminate the company’s continued growth
DOWNLOAD THE PDF
Element Critical: Showcasing the Human Element in a Tech Brand
With a new private equity owner and recently installed veteran management team, California-based CentralColo was seeking to rebrand to separate the company – and its high-touch, client-centric approach – from competitors in the increasingly commoditized colocation and datacenter markets.
DOWNLOAD THE PDF
Lighthouse Global: Shining a Light on a Mega-Merger’s Purpose
Two of the world’s leading e-discovery firms — Lighthouse and Discovia — had just merged under the name “Lighthouse.” While both companies’ external identities were driven by strong internal cultures, the success of the merger would depend largely on weaving the values of each brand into a single, cohesive narrative that unites staff behind a common purpose.
DOWNLOAD THE PDF
Tribridge: Bridging Brand & Culture for Greater Impact Inside & Out
Global IT integration leader Tribridge engaged BrandFoundations to help clarify its overarching brand positioning in a way that would both reflect the organization’s unique people, culture and capabilities and create a simple, memorable story that could be woven throughout its messaging to all audiences, including customers, prospects, current employees and recruits.
DOWNLOAD THE PDF
BCM One: Uniting Three Telecom Leaders
For 20+ years, three thriving Manhattan-based telecom firms — consulting & management group BCM, managed service provider McGraw Communications, and technology lifecycle management firm 20/20 ComWare — operated independently. Together, the three served a growing number of fiercely loyal clients among the thousands of small- to medium-sized firms that comprise the fabric of New York’s vibrant “always on” business scene.
Download the PDF
KnowVera: A Truly Revolutionary Brand
After several years of rigorous development and testing, Lumineye knew that they were on the cusp of launching a true industry revolution. They also knew that a company delivering such powerful technology needed an equally powerful brand.
Download the PDF
Masergy: Enhancing Brand Performance
Ten years after its founding, Dallas-based telecommunications provider Masergy was widely recognized as a pioneer in deploying all-ethernet global MPLS network technologies. However, recent years have seen an explosion in the number of carriers offering similar capabilities, and Masergy’s leadership team wisely recognized that the company could no longer differentiate itself solely on the grounds of having superior technology.
Download the PDF
Extreme: Relationships Drive Performance, Profits
In mid-2015, Extreme Networks (NASDAQ: EXTR) was at a critical inflection point, known largely as a wired network switching company despite significant investments in wireless and software-defined networking solutions and capabilities. Few of its 22,000 global customers had purchased services or products from across Extreme’s solution portfolio, and the company’s core wired switching business was in decline. As a result, Extreme’s board and leadership decided to fast-track its pivot from legacy hardware manufacturer to next-generation networking company.
Download the PDF
NetFortris: Comm, Cloud & Security Converge
A leading provider of hosted communications and managed IT services, NetFortris counts a variety of well-known U.S. businesses and organizations among its growing base of loyal clients (including national travel convenience chain Thornton’s as well as a certain silver-and-black professional sports team known for its own rabid fans and “Just Win” motto). The company’s new private-equity owners sought to rebrand the firm and expand its footprint by capitalizing on the convergence of hosted communications with cloud services and IT security.
Download the PDF
Signal Hill: A Focus on Greater Outcomes
In order to maintain its growth trajectory and establish meaningful differentiation in a crowded financial services marketplace, Signal Hill’s leaders realized the need for a strong brand foundation that leveraged the unique qualities its clients and partners valued most about the firm.
Download the PDF
Veraction: Helping a Financial Logistics Leader
In early 2014, the leaders of Iron Data’s transportation division – the arm of the company devoted to helping clients optimize their global supply chains – executed a private equity-backed carve-out and began the process of launching a new firm. But the clock was ticking: the new firm had a limited amount of time during which it could continue using the “Iron Data Transportation” name and brand before hitting the market with its own stand-alone presence.
Download the PDF
NetAccessCorp: Showing a Better Way Forward
Founded in 1995 around the unshakable idea that there had to be a better, more manageable approach to computer networking, NetAccess has evolved into one of the country’s most innovative and trusted datacenter leaders. Today, they serve the critical IT infrastructure needs of hundreds of commercial, educational and governmental customers from three cutting-edge facilities in New Jersey. And while the people at NetAccess still have that white-hot passion for bringing new techniques and advances to the market, years of growth and change had left the company’s brand and messages adrift.