In early 2009, PermissionTV decided to evolve its business strategy from “delivering interactive online video” to “providing the next era in B2B selling that allows every business to be a content provider.” To prepare for the change they asked One Pica to help rebrand the company and inform the market that under its new name - VisibleGains - the company planned to revolutionize B2B selling through a unique solution combining cloud-based software, analytics and video creation.
We started with a complete strategic assessment of the opportunity through internal interviews, external customer and industry thought-leader interviews and an in-depth competitive review. From there, we worked with the Visible Gains team to create new messaging including a brand positioning statement, elevator pitch, key support points and a recommended “tone of voice” for all external audiences and customer touch-points. And we created a new logo and visual identity to reflect their new focus on helping B2B companies use interactive “snackable” video to shorten the sales cycle and lift conversion rates. A deep understanding of the company’s business goals and market challenges allowed us craft a successful new brand to help establish VisibleGains as both an innovator and a trusted market-leader.
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