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Case Study: Broadsoft

Challenge

For the past several years, BroadSoft has been among the fastest-growing high-tech businesses in the U.S., and has become the leading provider of advanced VoIP technologies to the world's largest private and national telecom carriers.

But, until recently, the company was widely perceived to be trailing key competitors in terms of both its client base and the sophistication and reliability of its solutions.

Though current clients were consistently enthusiastic supporters of BroadSoft's uniquely robust VoIP platform and it's unparalleled service, prospective customers were generally hard to win over with existing sales and marcom media and tools and the products' interfaces and iconography.

Solution

For this in-depth, long-term engagement, I teamed up with the principals of J Street Consulting. Following an assessment of this rapidly evolving market environment, major competitor positions, and current and prospective customer perceptions, a complete collaborative rebranding was carried out, including a redesign of the corporate identity system and all associated materials and media.

This was followed the development of a comprehensive suite of state-of-the-art interactive media and offline sales and marketing collateral, together with new product interface standards and product iconography. The final program was given an enthusiastic reception at the company's annual partner summit.

A subsequent customer survery, revealed that current and prospective customers felt the new identity and program perfectly complemented and reflected the company's dominant international market position and its superior technologies.

 

 

At Broadsoft's annual global summit, the new corporate branding and completely redesigned product interfaces were given an enthusiastic reception by industry partners and clients.

Experience includes ...

T-Mobile US
Microsoft | Windows Phone
Microsoft | Worldwide Marketing
Microsoft | Partner Network
The US-Japan Council
Seattle Arts & Lectures
Expedia
Drexel University
George Mason University
PhotoRocket
American College of Cardiology
Comient
Jobfully
Snackdish
Dolby
BroadSoft
American Chamber of
_
Commerce in Japan
Vodafone
The Brookings Institution
Kodak
AARP
Gateway
AIG
Lipton Teas
Mazda
De Beers
Jack Daniels
Shiseido
Ford
Howrey LLP



 
 

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