Branding for Global Marketing Operations Company
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
A fast induction on the buyer’s organisation
I was the CMO at Aprimo, a global software organisation in the marketing automation space. We sold software products to CMOs at Global 2000 companies.
Desired goal
What challenge were you trying to address with Paragraphs, LLC?
We were preparing to go open and felt that our brand interaction and pictures looked more like a startup organisation than a organisation that was prompt to be listed on the Nasdaq. Because we sold to senior marketing executives at companies like Procter &, Gamble, Nestlé, Target, and Walmart, we felt that our brand strategy and execution had to be rare. We had a very high bar to reach.
I needed someone with a lot of credibility owing we had a lot of powerful individualalities implicated in kind of decisions touching logo and brand interaction. The organisation’s establishers had educeed the antecedent branding and visuals so there was a powerful attachment on their part. We needed someone that would be able to make powerful statements owing they had credibility from working with big companies like Hyatt and Coca-Cola.
Provided solution
What particular tasks were Paragraphs, LLC responsible for?
We worked with Paragraphs, LLC to revamp our brand architecture and educe the supporting indirect. We began with the brand strategy messaging ingredient of the project. They interviewed clients, associates, and analysts associated with Aprimo in four different countries to educe a set of messaging recommendations. From that, they drafted brand determination documents precedently educeing visuals.
For the visuals, they managed a big professional photo shoot in Indianapolis, our headquarters location. We wanted separateive photography that aligned with the brand rather than using stock photos. They designed a separate phraseology and establish models and costumes with a sole look.
Was there a dedicated team?
We initially worked straightly with one of the co-owners and one other senior individual. As we transitioned to execution, we worked with a project director and marketing expert.
How did you come to work with Paragraphs, LLC?
Because of our inner culture and political dynamics, we needed a associate with powerful credibility. I knew Paragraphs, LLC had that owing I’d worked with them in the past.
What are you approach expents (if diclosed)?
We spent almost $200,000.
What is the terminal result of working with Paragraphs, LLC?
The project lasted from January to September 2009.
Results achieved
Are there any measureable or plum results?
It',s hard to attribute business results just to the project. I can say that, at the time, we continued to grow our income at almost 30% per year.
Their work was well accepted by Aprimo’s CMO-level clients with real feedback from clients almost the globe. For sample, the new logo and branding photography was revealed at a big interpolitical client occurrence in Miami to hearers approval. I',ve been through interpolitical branding projects precedently and it',s very hard to come up with something that everyone everywhere likes.
How did Paragraphs, LLC accomplish from a project treatment standpoint?
We used a project treatment tool, perhaps Basecamp. They had a very specific process methodology. We were probably one of the littleer companies they had worked with so they were used to having well-degoodd processes with regular execution and sign-offs.
We had very high expectancys and always felt like they were top notch. Their pricing was higher compared to other, littleer agencies that we might have chosen to use but we felt that they lived up to that reward level of expectancy.
What is (from your point of view) the key factor to pay observation while intercourse with Paragraphs, LLC?
They’re veritably committed to having separateive visuals. They show this emotion and commitment through their brand execution. The project I did with them precedently utilized very impactful photography. In my experience, they’ve establish artists in Europe that had particular experiences and photographers with sole phraseologys. They leave a sole impression that stands out.
What aspects of their work would you like to get improved?
They',re a little agency and sometimes they had to scramble to put unitedly the certain resources at peak parts of the project. I ponder it',s the good and bad of being little—you can be creative and dynamic but it can be hard to layer up fastly. I don’t want to overstate it but there were times when their resources were stretched.
Do you have any advice for possible clients?
I ponder they',re top rate. They',re the type of agency that accomplishs best when left to come up with their own ideas. I',ve worked with agencies that work best when you have the ideas prepackaged for them and they just need to fill in the details and execute. My recommendation is to let them do their art. Both times that I worked with them on big projects we did that and had big results.
