Case Study : Naming

SPRINGING OVER BARRIERS...
WITH A NAME THAT WORKS

Situation: In April 2006, AgileCat began working with Berrier Associates, an organization that specializes in research, employee engagement, labor relations, and change management. Berrier’s sales had leveled off due to clients that experienced a fall-out from 9/11, and other factors. They were having difficulty meeting their goals of landing the top-tier clients they desired. This was due to a diluted brand with not enough focus on the factors that differentiated Berrier from the competition, and a culture screaming out for a brand that would give them the injection they desperately needed. In addition, the name “Berrier” had negative verbal and written connotations such as “buried” and “barrier.” Talk about a problem!

Agile Action: We took Berrier executives and employees through several intense Brand Therapy™ sessions, discussed Berrier’s value to numerous Berrier clients, conducted a communications audit, and ultimately created the AgileCat Branding & Positioning Catalyst, the blueprint for brand success. Through “The Catalyst,” we revealed the truth, greatness, and power inside of Berrier, and ultimately created a new name and brand identity for this company: Spring Incorporated. Spring is symbolic of new life, a re-birth, and positive forward momentum, which is exactly what Spring brings to each and every relationship. AgileCat also has created supporting materials for Spring around the brand, including a brochure, website, presentation materials, and all supporting messaging and elevator pitches for business development.

Agile Result: Since AgileCat’s re-branding of the former Berrier Associates, we have taught them to think and talk a new way about what they do and how they do it. Backed by a name and identity that speaks the truth, Spring has secured business with three of some of the largest and most respected companies in North America – Lowe’s, FedEx, and Amgen. As we continue adding to Spring’s brand profile through sales materials, their website, and a concentrated marketing strategy launching the overall brand, their future becomes brighter as we grow this amazing business – the right way.