Repositioning a brand so everyone gets it.

Ninth House, a leading provider of people development solutions with decades of expertise in deploying award-winning, e-learning, and online leadership training, was seeking an experienced resource to help them reposition their brand.

They were in the process of integrating new services, specialized assessment tools, consulting services, and custom-developed programs into their existing portfolio of packaged, e-learning solutions.

Market demand for expertise delivered through technology.

Organizations that need to quickly align a large workforce with their strategic goals have realized measurable business value from working with Ninth House. Their customers include over 200 global and government organizations such as Amazon.com, British Telecom, American Express, SSM Health Care, IBM, and the US Dept. of Justice.

The new services they were soon to offer marked a strategic shift from being a packaged, e-learning provider to becoming a more comprehensive, leadership development solution provider for enterprise organizations.

Value proposition for leaders.

Ninth House engaged our services to help them define and create a brand positioning and value proposition that was both unique and memorable. This effort was directed to HR decision-makers responsible for evaluating resources to help organizations develop managers and leaders, foster innovation, spawn culture change, and value diversity.

We used a multi-phase process to achieve the objective that included:

1. | Senior management + sales interviews
2. | Analysis of existing marketing communications
3. | Competitive online audit
4. | Review of sales proposals

The brand positioning and value proposition that we recommended was intended to reflect both the benefits and core business value that Ninth House offered to their prospects and customers.

A simplified expression of value.

Working with our partner, Frank Priscaro, we also developed a simplified value expression in a tagline to work with their unique logo. Ninth House | At the Heart of Change.

This expression captured the essence of what organizations could expect from engaging Ninth House services in just five, simple words.

Getting everyone on the same page.

Our brand strategy and value proposition recommendation were reviewed, refined, and approved with all senior management. It was then brought to life and rolled out in an engaging interactive Brand Guide micro-site.

This interactive site organized and summarized the new brand strategy and value proposition for all Ninth House prospects, customer,s and employees in a way that was both engaging and easy-to-understand. It also reflected the unique, interactive experiences that Ninth House was known for providing to its customers.

Delivering long term value.

The result of this strategic work delivered many benefits to Ninth House including:

• | Refocused management team
• | Improved employee understanding and alignment with the organization’s goals + direction
• | Increased prospect interest for services
• | Business growth in a challenging economy
• | Eventual acquisition by Korn Ferry

Need help simplifying your brand?

To learn more about how we can create this kind of brand strategy foundation for your organization, get in touch.

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