Brighter Work
Brand Architecture Strategy
Super Computing Brand Acquisition
A major B2B technology hardware brand had just acquired a potentially high-value, super computing brand. Our client needed to understand the strength, equity and attributes this brand possessed in comparison to the parent brand and other sub-brands to craft a new brand architecture.
What we did:
We conducted a global qual/quant study in 5 countries to assess the brand equity of this tech giant’s B2B hardware portfolio and to investigate how to leverage the acquisition of the super computing brand. Using innovative projective techniques, we uncovered and assessed the emotional power of the brands.
How it helped:
We discovered this newly acquired brand had marked global star-power and a rich heritage including “fan-boys”. We helped influenced the retention of this acquired, high-equity brand in this technology giant’s brand architecture. This positioned the company to lead super-computing as a service, anticipated to be a $30B industry.
AI Development Best Practices
AI Tools & Apps
A leading CRM company wanted to get ahead of the pack by understanding and implementing quickly evolving best practices for beta testing AI tools. The goal: develop a superlative, supportive internal culture and capability for PMs during pre-release testing of AI tools to enable high adoption rates.
What we did:
We interviewed 20 Product Managers, across industry verticals, with Enterprise, SMB and start-up experience to identify best practices for pre-release, generative AI feature beta testing.
How it helped:
We identified a virtuous cycle of testing communities and communication. We created a road map for the development of a best-in-class, pre-release support framework for the Product Managers of this leading CRM platform, enabling post-launch success and adoption of AI enabled tools and apps.
Digital Transformation Messaging
Cloud Services & Data
A leading provider of enterprise cloud data services needed to understand how to craft a global message speaking to the most compelling benefits of digital transformation and cloud data services. The client wanted to capitalize on the surge of data migrating from on premises to the cloud.
What we did:
We conducted 24 in-depth interviews (IDIs) with enterprise decision-makers, across 3 countries. The IDIs provided rich, detailed insights into the perceptions, needs, and preferences of the target audience.
How it helped:
Brighter provided a clear strategic direction for the client’s messaging strategy. Data integration from multiple streams producing a single source of truth was a key benefit for these DMs as they migrated to the cloud. They were also looking for reassurance regarding security. Country specific benefits emerged based on national and regional data privacy laws enabling localized messaging.