Identity System
Objectives
- Assess Brand Equity
- Refine Brand Positioning & Messaging
- Design and Launch New Brand Architecture Across Mediums
Description
Eloqua engaged BAT to assess and refine their brand position, messaging platform and core brand devices.
Situation
Eloqua defined the marketing-automation space with a first-to-market offering in 2002. By 2007 the category was impacted and fragmented with multiple new entrants offering low and mid-tier price competitive SaaS solutions. Eloqua was in the midst of revamping their offering and needed a new value proposition with stronger messaging to support their efforts.
Engagement
Through customer interviews, Brand Synthesis® and user-testing BAT reinvented the Eloqua brand from the ground up - supporting the global roll-out of a leadership-oriented brand in Q1 of 2009, followed by a complete overhaul of the website and demand generation program.
We delivered a new identity, business systems, tagline, messaging platform, collateral, website, marketing programs and a sales deck.
Results
The new Brand Platform helped Eloqua's marketing team exceed aggressive net-new inquiry and lead targets in 2009, priming the sales pipeline for a robust second half of 2009 and beyond.
Eloqua Identity System
Eloqua's identity suffered from age, evoking an image of a venture funded dot-com company announcing itself to the world – which it had been. Eloqua, however, had matured into the category leader in a recognized and fast-growing market. They needed a new identity that captured this position, providing a sense of stability, maturity and gravitas. The new mark succeeded by using stable, mature, strong type-face with a bold, rich red that instantly communicates stature.
