Case Study / KnowledgeBase Marketing, Inc.

A Passion for 3rd Place
 
“We want to be No. 3 — if BrandExtract can do that, we'll be ecstatic!” exclaimed John Roberson, vice president of marketing.

Hearing that was a first, but when longtime client KnowledgeBase Marketing (KBM) told us it had rolled up with two other companies to secure a latent opportunity in a market dominated by two entrenched giants—and no clear middle tier—it made perfect sense. There was only one catch…

“We want to do it in under a year. And we have to launch our new brand in less than 45 days,” said John, upping the challenge.

A brand is as much a financial responsibility as any other long-term asset. So what we offered KBM wasn’t about one-off marketing collateral. It was about constructing and implementing an aggressive and fiscally-sound brand renovation—using proven methodologies—that said the right thing to the right people in the right way to deliver their numbers.

Within three days, we had ideas to show them and achieved agreement on our proposed strategy to ensure that the equity transfer from the legacy companies propelled the launch of this newly formed entity.

“BrandExtract's smart strategy and creative capital got us there,” said John.

Armed with a new look, a new trade show booth and strategy, a new Web site and more than a dozen coordinated collateral pieces—all created in under 45 days—KnowledgeBase Marketing secured 3rd place with three months to spare. The KBM brand has been going strong for over 8 years and still on course