Where Software Works
A global enterprise software firm Aptean was poised with new management to elevate their brand voice in a crowded market. The goal was to create differentiation and increase the perception of relevance in the core verticals where they worked closer to the ground than their competitors in mining, manufacturing, even financial. This was not the typical tech ivory tower look and feel.
David’s team worked closely with senior management to develop the vision and positioning. Based on our findings we landed on the key point of difference, from the set of high level competitors like SAP and Oracle. While these giants are formidable, they are also vulnerable, in that they don’t seem to like to get their hands dirty on the backend, or down there on the shop floor. There was an opportunity for Aptean to set themselves apart and communicate a powerful reason for their customers to believe in the brand. This is where software works.
The concept was to personify Aptean software as a hard-working, blue-collar employee who embodies all of the attributes of a dedicated team member. We would speak about the software as we would a human worker. We built out the brand story and articulated the ideas in a comprehensive brand book and compelling external executions.
