BRASSRING: BRAND DEVELOPMENT AND IMPLEMENTATION

 

Industry:	Technology
Client:	As a leading provider of talent management solutions, BrassRing combines innovative technology, consulting, and outsourcing with their recruitment expertise to build a successful workforce.
Challenge:	Initially, BrassRing was known for its robust job board powered by its talent management software. BrassRing then began selling its talent management technology to Fortune 500 firms for internal application. BrassRing became the world leader in talent management software, but found the market limiting. To generate the additional revenue BrassRing decided, the company wanted to reposition itself as a services firm, specializing in talent management consulting and outsourcing.
Intervention:	The Wellesley Hills Group consultant developed and implemented an internal and external brand for this evolving company through: Conducting qualitative interviews with management, customers, prospects, press, and analysts Executing quantitative market, segment, and target surveys Defining a brand architecture that served the market's needs  Developing integrated messaging platforms that revolved around the identified purchase attributes and the distinctive qualities of BrassRing Creating a clearly defined roadmap to introduce and define BrassRing's new capabilities while focusing on the consistent and sustained delivery of all brand components Ensuring internal adherence to the communication plan Launching the external repositioning of the company Implementing a layered communications plan involving multiple media to create awareness and adjust external perceptions of BrassRing  Establishing assessment benchmarks and measurement devices developed to track each marketing communications tactic as well as the larger issues of RAMP (recognition, articulation, memorization, preference) and brand consideration
Results:	After working with the Wellesley Hills Group consultant, BrassRing experienced measurable results, including: A 32% increase in consideration An 18% increase in revenue