Repositioning a brand so everyone “gets it”

Ninth House, a leading provider of people development solutions with decades of expertise in deploying award-winning, e-learning and leadership training solutions, was seeking an experienced resource to help them reposition their brand with an expanded service offering. They were in the process of integrating new specialized assessment tools, consulting services and custom developed programs into their existing portfolio of packaged e-learning solutions.

Organizations that need to quickly align a large workforce with their strategic goals have realized tangible business value from working with Ninth House. Their customers include over 200 global and government organizations such as Amazon.com, British Telecom, American Express, SSM Health Care, IBM and the US Dept. of Justice.

The new services they were offering marked a strategic shift from Ninth House being a packaged, elearning provider to becoming a more comprehensive, people development solution provider.

Delivering strategic value

Ninth House engaged our services to help them define and create a  brand positioning and value proposition directed to decision makers responsible for evaluating, selecting, and deploying resources and initiatives for developing managers and leaders, fostering innovation, spawning culture change, and valuing diversity.

Brand Strategy Recommendation

Based on detailed management and sales interviews, analysis of existing marketing communications and a comprehensive competitive audit, TWC worked with Ninth House to develop a brand strategy and positioning that reflected the core business value that Ninth House offered their customers and prospects. The brand strategy and recommendation we developed was reviewed and refined with senior management and was then implemented into an engaging interactive brand guide micro-site. This flash-based site summarized and organized the new brand strategy for all Ninth House employees, mangers, and partners in a way that was easy to understand, memorable in delivery and which reflected the unique interactive experiences that Ninth House was know for providing to their customers.

The result of this engagement has led to a refocused management team, improved employee understanding of the company’s purpose and direction, increased interest from prospects for Ninth House services, and business growth in a challenging economy. To learn more about how we can create this kind of brand strategy foundation for your organization, just visit our web site or send us an email.