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New Brand Enhancement For
Sidewinder
Since inception in the
late 1980s, Sidewinder has enabled businesses worldwide to maximise revenue and
customer retention through efficiency improvements from the optimisation of
mobile resources and business processes. Today, Sidewinder is viewed as a global
leader in real time mobile resource optimisation solutions for vehicle and
people resource efficiency. At present, Sidewinder sales and service facilities
are located globally on 3 continents with Group Headquarters and European
offices in the UK, in addition to offices in North America and the Asia Pacific.
Sidewinder delivers a
comprehensive solution that is uniquely tailored to a broad range of Transport,
Logistics, Collection & Delivery and Service Management sectors. Developed in
close collaboration with customers and partners, Sidewinder Industry
Applications enable organisations to manage and control resources through
visibility and real time scheduling enabling customers to offer increasingly
sophisticated levels of service at reduced cost.
Sidewinder needed to
enhance their existing brand identity to reflect how the business had evolved
and to assist with the communication and positioning of their unique business
proposition. Moreover, their current array of product and company
literature was deemed to
be both technically and visually outdated. Sidewinder knew that they needed to
review their sales and marketing collateral which provided an ideal opportunity
to revamp their overall corporate identity. Because of the highly
complex and technical
nature of their suite of products and also the market place in which they sell,
Sidewinder required an agency whom possessed both an understanding of their
technology solution and whom also offered an ability to marry innovative design,
with a deep understanding of market strategy to create
collateral that would
connect more directly to the target audience and was more likely to stimulate
the desired action or reaction.
Marketing Fusion came to
Sidewinder highly recommended. Their reputation for quality design and
production execution was not gained overnight. Marketing Fusion’s creative
portfolio reflects the benefits of their IT / high-tech marketing focus and
their ability to ‘hit the ground running’ with many complex and
diverse marketing
projects for the IT sector.
The process incorporated
an initial business analysis and strategy review, through to an in-depth
evaluation of existing sales and marketing collateral. Feedback was gained from
Director Level, Sales Teams and Administration Staff and research was under
taken with target audiences. The culmination of which resulted in a proposed
brand enhancement, and an ultimate overhaul of all sales and marketing
literature from copy, content, design and utilisation.
"Reviewing our marketing strategy, collateral and
old brand in such detail was a very worthwhile exercise which has enabled us to
focus specifically on what we want to achieve and how we plan to go about it. We
needed a structure to work around which is now in place. The design of the
enhanced branding is key to our
work and marketing
Fusion has certainly delivered the goods. The marketplace perception of the
company and our products is critical in the competitive field in which we work –
not only do we need high quality products and services, with a marketing
campaign to back those up, but we also need to create visual
impact that will be
distinct and last. The brand enhancement exercise and new product literature has
given us a new focus for the future and an image for us to carry forward."
Derek Brown, European Sales Director,
Sidewinder Europe.
New, easy to read copy
text and eye-catching design replaced the old Product and Corporate overviews.
Making the heavyweight product literature interesting and informative was
straightforward for the team of Copywriters at Marketing Fusion, whom found
Sidewinder’s existing material tended to fully explain the products using long
lists of adjectives and technical terms which deadened the writing.
"Companies operating in
technology-related fields in particular often find it almost impossible to find
anyone with the expertise to understand their products or services and at the
same time with the writing and communications skills to promote them to the
outside world."
"With ‘readable’ and
informative copy and redefined identity that uses a balance of type, colour and
graphic forms to leave a lasting impression, the new suite of literature has
helped galvanise activities behind the new brand and it has become a major asset
as the company moves forward to achieve its business goals."
Concludes Derek Brown.
Marketing Fusion
continues to offer Sidewinder a 'managed service' approach to
marketing communications
delivery working closely with internal teams to
achieve best results and
best value. |
