"Compu Dynamics' relationship with CMO is something very new and different for us. We didn't realize just how valuable this partnership would become. The experience has been truly enlightening. We've accomplished a lot in a relatively brief period of time, and I sincerely believe that the path we have taken with CMO's guidance will lead us to a bigger, brighter future."
Background
To industry outsiders, Compu Dynamics appears to be an overnight success, recognized as the Washington region's "hottest" provider of data center power, cooling and maintenance solutions. However, the firm's success is built on an eight-year commitment to customer service brought to light through a coordinated rebranding strategy.
Today's Compu Dynamics began as ABG, a general contractor, in 2002. In 2004, the company added a mechanical division (ABG Mechanical) and, in 2008, acquired Compu Dynamics, Inc. (CDI). Following the acquisition of CDI, the founder and president of the combined companies enlisted the support of CMO to assist in identifying the best approach to marketing the separate companies. Each company offered unique qualities and it was not immediately clear which company name, or names, retained the strongest brand equity or offered the greatest potential on a "go forward" basis. The owner of the company was eager to seize the day and maximize the opportunities presented by the recent acquisition of CDI, while ensuring long-term benefits of developing a lasting brand identity.
The CMO Solution
Due to the growth of the company, and particularly the recent acquisitions, CMO recommend implementation of its Achieve More™ System, beginning with a thorough Discovery Assessment and SWOT analysis of each of the separate companies in order to clearly identify the offerings, target markets and differentiators for each. Through this process it became clear that, while each company offered different and unique services, the combination of companies created a sum that was greater than the individual parts standing on their own. CMO also conducted a complete evaluation of the pros and cons of freestanding versus sub-branding, versus monolithic branding of the companies. The monolithic brand clearly offered greater potential for market reach and building brand awareness.
Once the monolithic branding was agreed upon, CMO evaluated the current company names and recommended launching under the Compu Dynamics name. While both CDI and ABG had similar awareness levels and residual brand equity, Compu Dynamics provided a better descriptor of the company's services moving forward. The name was also free and clear for the company to use and provided an available url to launch the company's all new web site.
CMO developed a Brand Platform for Compu Dynamics, including a Positioning Statement and Tag Line. In addition, CMO developed a new corporate identity for the company which was subsequently carried through on everything from the stationery package through personnel attire and service trucks. The Brand Platform facilitated the development of marketing materials for the company. CMO also developed a Launch Plan, including public relations, email blasts and direct mailings that introduced the new company name to current and potential customers. All were orchestrated with the launch of the new web site, which was also written, designed and developed by CMO and its creative team. In addition, CMO worked with the Compu Dynamics' sales team to help organize their efforts and identify potential targets.