Technology moves at the speed of light. Every day, there’s a new feature, product, or service–so much so it can be hard to keep up. We partnered with a family-owned office supply and tech company that understood the impact that this pace has on people and organizations. Branded with the family name, the two owners felt intense pressure to protect their legacy. They needed to dissociate with a similarly named company, and at the same time, try to promote new services. Their goal was to help people and companies improve their information security, cloud services, and IT health. Our goal was to help them do it –better!
Before partnering with Boldthink, our client was at a crossroads. Should they continue with the family name or rebrand with their innovative IT service? Together we led ideation workshops, audience research, and a comprehensive audit of their communications, competitors, and market opportunity. The results were crystal clear: a rename and rebrand were necessary and critical to moving the company forward.