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ETM

A Unified Brand Takes Wing

When we met with the folks at ETM (Eagle Technology Management), developer of Wings software for statutory financial reporting, we asked them one question: “Which is better known, your company brand or your product brand?” Since they said, “The latter,” we created Plan B.

ICC Identity: Before and After

Knowing ETM would develop more products, we made the company brand subordinate to the product brand, shortened it to ETM, and included it in every product brand; e.g., Wings by ETM.

I met Mark O’Brien through IASA. When he told me what he did for a living, I said, “We have at least five versions of our own logo floating around. We need your help.” They helped, indeed. In short order, we had a unified brand and a systematic approach to positioning and promoting it.

Layton Olson

CEO

First Things First

With eagles used to name everything from clothing to condensed milk — and depicted in every corporate mark from engineering to NFL football — we knew the bird had to go. The challenge was to replace it with something new, distinctive, memorable, and utterly differentiated.

The Sky’s the Limit

As soon as we had ETM’s buy-in to transform the corporate mark and the relationships of its product brands to its company brand, we were on our way. So was ETM. All that was left was to extend the new brand ID to tactical marketing activities and let them … well … take wing.

First Things First

With eagles used to name everything from clothing to condensed milk — and depicted in every corporate mark from engineering to NFL football — we knew the bird had to go. The challenge was to replace it with something new, distinctive, memorable, and utterly differentiated.

The Sky’s the Limit

As soon as we had ETM’s buy-in to transform the corporate mark and the relationships of its product brands to its company brand, we were on our way. So was ETM. All that was left was to extend the new brand ID to tactical marketing activities and let them … well … take wing.

 
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ETM: Identity

Identity

After we gave the eagle the bird, we replaced it with a mark deliberately more playful, more colorful, more attention-grabbing, and much less serious than anything ETM’s competitors were likely to create for an industry as conservative as insurance. It took off at once.

ETM: Websites

Web

Since the extension of the new brand conventions made ETM’s new website attractive and engaging, we populated it with content that conveyed the functional benefits of ETM’s products clearly and persuasively enough to compel prospects into the proverbial sales conversation.

ETM: Email Campaigns

Email

Since every insurance company and every holder of unclaimed property is a prospective user of ETM’s products and services, we didn’t lack for lists of prospects. So, we teed up an ever-evolving program of email campaigns that touched on every aspect of their every need.

ETM: Case Studies

Case Studies

Since ETM has scores of happy customers, we created a series of case studies. We conducted phone interviews, then wrote the studies as interview transcripts. And we created a character — the Roving Reporter — to conduct the questioning.

ETM: Tradeshow Booths

Tradeshow Booth

ETM wanted its presence at tradeshows to be as great as the value it provides to its customers. To save money, we created its 20’ x 20’ island booth with rented hardware, delivered and set up by our vendor. All we had to do was create the graphic panels. All ETM had to do was show up.

ETM: Social Media

Social Media

You might create some kind of infinity group for a company like ETM on Facebook. But you’re not going to sell its products and services there. So, we created LinkedIn and Twitter pages. And we published every item of business-worthy benefit and newsworthy substance on them.

Identity

After we gave the eagle the bird, we replaced it with a mark deliberately more playful, more colorful, more attention-grabbing, and much less serious than anything ETM’s competitors were likely to create for an industry as conservative as insurance. It took off at once.

ETM: Identity

Web

Since the extension of the new brand conventions made ETM’s new website attractive and engaging, we populated it with content that conveyed the functional benefits of ETM’s products clearly and persuasively enough to compel prospects into the proverbial sales conversation.

ETM: Websites

Email

Since every insurance company and every holder of unclaimed property is a prospective user of ETM’s products and services, we didn’t lack for lists of prospects. So, we teed up an ever-evolving program of email campaigns that touched on every aspect of their every need.

ETM: Email Campaigns

Case Studies

Since ETM has scores of happy customers, we created a series of case studies. We conducted phone interviews, then wrote the studies as interview transcripts. And we created a character — the Roving Reporter — to conduct the questioning.

ETM: Case Studies

Tradeshow Booth

ETM wanted its presence at tradeshows to be as great as the value it provides to its customers. To save money, we created its 20’ x 20’ island booth with rented hardware, delivered and set up by our vendor. All we had to do was create the graphic panels. All ETM had to do was show up.

ETM: Tradeshow Booths

Social Media

You might create some kind of infinity group for a company like ETM on Facebook. But you’re not going to sell its products and services there. So, we created LinkedIn and Twitter pages. And we published every item of business-worthy benefit and newsworthy substance on them.

ETM: Social Media

Next Steps

ETM doesn’t mean extra-terrific marketing. But we created it for them anyway.

If you’re ready to give your brand a little of that, please contact us today.