Magic Software's rebranding to enter the mobile enterprise space included the dramatic step of renaming the products, according to this MarketingSherpa case study. Gathering an international cast of 14 managers, Magic executives re-evaluated the company's core values to determine positioning, and reached out to key partners and customers for feedback, then to a larger swath of internal and external stakeholders. The company changed the tone of B2B communications to a more informal voice, and, finally, revamped its logo and product names. The efforts yielded a 20% lift in Web traffic, 1,000% more Facebook fans and 10% more new visitors to the corporate blog, among other results.
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