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| Positive Change for Change Management Products | ||||||
| InSight strengthened Serena Software’s market presence | ||||||
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Serena Software, Inc., a leader in software change management products, wanted to convey a strong, clear vision and value proposition to their target audiences. Historically, the company had focused on selling individual products, and over time - as their product line grew - the company brand weakened. As part of the effort to strengthen their market leadership position, the company asked InSight to develop a strategy that would allow them to promote the benefits of their entire line rather than one product at a time. |
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| Unified naming | ||||||
| InSight began by conducting a thorough analysis of Serena’s product offerings. This research, which revealed that they were divided into two clear families: application availability products and change management products. The change management products represent Serena’s primary direction, as reflected in their corporate vision of being “a global software and services company dedicated to providing customers with infrastructure software to manage application change across the enterprise, throughout the life cycle…” Some of these products were already branded with the name ChangeMan™, and InSight recommended extending the name to all of the change management products. We also recommended adding “Change Management Products” to the name as a descriptor, and assigning short name extensions to differentiate individual products. Some of the application availability products were already branded as StarTool®, and this name also had recognition value. InSight recommended extending the StarTool name throughout the application availability line and adding the descriptor, “Application Availability Products.” As with the StarTool line, Serena added a short extension to each product name. |
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| Consistent positioning and differentiation | ||||||
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While there was strong brand equity in the StarTool and ChangeMan names, the Serena name was relatively unknown. In order to enhance the credibility of the Serena name, InSight suggested beginning every product name with “Serena™.” The Serena name, line brand name, descriptor and extension were all incorporated into an attractive logo mark. This master branding strategy unified both product lines and made them easily recognizable as Serena products. It also supported consistent messaging to differentiate and position the product families. |
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| A boost to the bottom line |
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| InSight unified the branding strategy with a tag line that reflects Serena’s market space and value proposition: “Automating Change to Enterprise Code and Content.” Together with the brand names, the tag line became the centerpiece around which InSight designed a consistent look and feel for company literature, CD sales tools and Website. In addition, we developed solid messaging guidelines for all marketing communications which empowers Serena to manage more of their own marketing communications, improving their return on investment. |
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Get maximum value for your marketing dollars |
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| “The master branding strategy we developed
along with InSight has simplified and strengthened our marketing efforts.
Now our customers can find the right solution for their needs, just by
looking at the brand mark. Plus we’re in a much better position
to communicate our overall mission, and the depth, breadth and benefits
of our product line.” |
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