DESIGNING A NEW BRAND
NEC Corporation of America had the hardware, software, and people to compete by forming a new retail point-of-sale division. What they didn’t have was a brand, launch plan, or leverage to distinguish it from other well-known brands in the market.
With little time or money, and a legacy of investment in trade shows to do the heavy lifting, the new group needed to announce its presence and prove its worth quickly.
IDENTIFY THE WHITESPACE
Retail point-of-sale companies NCR and Micros already had a large portion of the market secured, so Ignite had to find space for NEC to stand out and make its impact in the marketplace.
An industry competitive analysis and brand archetyping process provided a relatable platform that competitors didn’t own—full life cycle management.
Using these archetypal human
traits, Ignite created a new brand,
Stanchion, articulated positioning,
developed identity, and crafted sales
materials for immediate impact, even
before the product was completely ready.
STAND OUT IN A
SEA OF SAMENESS
The last step was the most critical KPI—make an awareness splash. Instead of bulleting capabilities, Ignite released what NEC Global called “the most creative marketing we’ve ever executed”—a limited-edition poster coinciding with the annual NRF tradeshow, one of the largest POS events in the world.
This project capitalized on the human compulsion to solve puzzles. Using simple, visual riddles, the introduction materials drove traffic in order to discover answers. Along with core messaging, advertising, and sales materials, the campaign generated the momentum needed to propel Stanchion beyond its crucial first year.
Ignite can help to humanize your customer’s experience, simplify how it’s delivered, and empower every touch point to make contextual sense. Fill this out to learn how.