Brand Program

After a series of setbacks, a world leader in IT management software had to revive its reputation, its team spirit, and its marketing infrastructure. Under new leaders, the company set its sights on not only regaining its footing, but on recapturing its leadership in solutions that better govern, manage and secure IT. Given its ambitious goals, how could CA reshape perception — not only among customers and partners, but rank-and-file employees? How could it reposition itself to take advantage of a coming boom in solutions that enable technologies to work together across platforms and operating systems?

Solution

We began by probing into what the company's customers really wanted and needed: ways to unify and optimize IT; solutions that were clear and easy to implement; and a vendor partner that was, above all, easy and productive to deal with. Based on this knowledge, we executed a complete branding, marketing, and communications program that transformed virtually everything CA said and did in support of its brands. We based this program on a new platform (Transforming the Way the World Manages IT) and a single-point message (Unify. Simplify.) that became the touchstone of every endeavor. From graphic identity to messaging, physical environments, merchandising and business behaviors, our work and advice helped to transform the look, feel, language, and attitude of the company. At the same time, we renovated CA's entire communications platform, everything from advertising and promotion to marketing and sales collateral, to public, employee and investor websites.

Results

Through its aggressive market strategy and Sequel’s integrated brand design, CA’s market position has markedly improved. Follow-up research shows improved perceptions about the company, greater awareness of CA technology, and increased employee engagement. Of particular significance, the company has achieved a huge turnaround in peer-to-peer perceptions and an increase in the likelihood to recommend, which are major influencers during the purchase decision-making process. At the same time, our campaign and communications toolkits have helped to enhance marketing efficiency and consistency worldwide, with increased time-to-market for solution-level and product launch campaigns.