Bankruptcy
Re-Branding and Turn-Around
When a client bought a bankrupt high-tech company in 2001,
managers called on
Casey Communications to help revive the failed concern.
Experienced
in turnaround situations, Casey began by conducting research
that
unearthed two key findings: 1) customers rated the company’s
software highly;
2) its existing name was a definite marketing liability.
Collaborating with the client,
Casey re-branded the company from the ground up, giving
it a new name and fresh
graphic identity. Following additional fact-gathering and
analysis, Casey launched a
national marketing communications program aimed at restoring
the
company’s stature in its esoteric niche.
Elements
of that “all-tool” effort:
