Macro 4 plc
BRAND STRATEGY AND CREATIVE PLATFORM®
Context:
Macro 4, a software solutions provider, delivers world-class software solutions to a global customer base. Combining Document Managements Solutions with Systems Management Solutions, Macro 4 competes as the effective alternative to large corporates including IBM and Hewlett Packard.
Campaign Title: Simply Get More
Brief:
A complete overhaul of the brand – new position, new logo, new strapline, new values, new creative, new words. Current success had been achieved through hard work, established client relationships, continual innovation and excellent customer retention. But Macro 4 knew they needed more than product functionality to compete.
Objectives:
- Improve awareness levels of Macro 4 in their various market places
- Improve internal messaging and external positioning
- Develop & launch the new Macro 4 brand strategy
Solution:
- External Customer Research
- Internal Stakeholder Research
- Birddog Brand Workshop
- Brand Strategy Documentation
- Creative Platform® Development – ‘Simply Get More’
- Tactical Materials Delivery:
> Corporate Identity/Stationery
> Corporate Collateral
> Website (Design/Build/Test/Deploy)
> Ongoing campaign materials
Results:
- Defined and agreed internal messaging and external positioning
- New Macro 4 brand strategy launched and adopted worldwide
- Increasing awareness levels as tactical campaigns develop
