How a brand new product turned into a brand refresh

Image by borman818 via Flickr

If you’re like me, you probably hear or read about a new product every 30 seconds.  I suspect that, also like me, you don’t remember more than a handful of those products.

But if you are the one launching a product to audiences within your own industry, they’ll be sure to stand up and take notice, right? Well unless you just launched the next iPhone, it can be a challenge – a big one!

In the fall of last year, we faced such a challenge with a client in the financial technology sector – CashEdge. Their services enable financial institutions to engage customers in new ways. After launching a couple of products earlier in the year, they wanted to introduce a new, cutting-edge, third-party transfer product before their annual customer conference.

Should we do another product press release and send an html email to our customers? Sure, we could have done that. But we wanted – and quite honestly needed – to tell this story in a new light. The company was at the point in their corporate evolution where their story had changed and this new product really was a compelling example of that change. The challenge – how do we make it compelling to anyone outside of our strategic planning meeting?

We decided to go big – yet simple. This was a great time to do something we’ve been hoping to do for this customer for a while – create a new vision and do a brand refresh. Given their unique position and expertise in the market place we decided to tell the new story in three simple, yet strategic words – “Intelligent Money Movement.”

Of course no story is complete without the pictures so we put our creative team to work and executed a total brand refresh by updating the logo and designing an entirely new website and new collateral to support the new story.

Occasionally we need to resuscitate a brand and reposition it for the changing marketplace. Sometimes going big is exactly what you need to do. Next up…an iPhone designed just for online banking needs? Well, maybe someday.