Serena
To take their software company from just another freeware provider to one offering high value, Serena tapped Groove 11 to elevate their brand.
Groove 11 is a brand experience agency. We have an unshakable belief in the power of meaningful, sustainable brand relationships. To develop these, we architect conversations that create unforgettable emotional experiences, inspiring audiences to feel, learn, do, or be.
Insights
As the second largest software company in Oregon, Serena faced a major image problem. Its enterprise change management software product had become so ubiquitous, its value had devolved into that of freeware. In response, new management developed new products targeted to the C-suite of Fortune 20 companies, yet faced a zero awareness level and the stigma of a devalued brand. In addition, they had no idea how to talk to their target audience so the conversation could even begin.
Architecture
After conducting national focus groups and online surveys, Groove developed messaging that directly mirrored the CIO audience's pain points: Insights, Control, and Predictability. Ad campaigns drove the audience to microsites, which in turn drove them to product offers. Buoyed by the thorough research and audience-appropriate media vehicles, brand perceptions changed from industry dinosaur to international leader.
Impact
- New identity and voice that connects with customer
- Integrated brand system clearly articulates and distills updated capabilities
- New brand showcases Serena with distinction and leadership