Footprint/IBM

“For me the most important benefit of BrandEdge was its very formal marketing approach, something our team could learn from. We got good value for our dollar.”

Nigel Beck, Vice President Marketing & Strategy, Footprint Software Inc.


 

  • Subsidiary of IBM (purchased in 1995)
  • Largest Canadian exporter of retail banking software

     


 

  • Take business to the next level, by evolving their business strategy and better leveraging the strengths of both organizations – Footprint and IBM.
  • Four integrated engagements over 6 months

 

  • Brand Strategy
    First, BrandEdge worked with Footprint to diagnose the key issue: what were they really selling? BrandEdge identified the need to move away from highly customized and, therefore, highly variable solutions. Instead, they should focus on more standardized solutions with specific, consistent brand benefits, compelling to their target market. On this base, Footprint could build a competitive strategy and a clear brand positioning that gave them leverage, globally, through IBM.

     
  • Communications Program
    Beginning with a logical program architecture, BrandEdge, through it’s Extended Team delivered a system of marketing brochures. The consistent graphic look and meaningful message could be applied to all media, including technology white papers and website. At every step BrandEdge kept the team – graphic designers, copywriter, and the client’s marketers – working from the same plan.

     
  • Targeting Strategy
    To sustain the brand focus worldwide, BrandEdge developed a global market segmentation model for retail banking. This determined segment needs and sizes, gave dimension to the brand’s market share and identified key opportunities. The 70-page report was circulated to senior executives at Footprint and IBM. In it, BrandEdge narrowed the focus to seven key countries and recommended 58 high potential prospects.

     
  • Partnering Plan
    BrandEdge evaluated a potential partnering relationship with Lotus Notes, another IBM company. Initially, it had been perceived as a threat to Footprint’s lead product, Visual Banker. However after evaluating four possible integration scenarios against their newly minted brand strategy, the value of integrating Lotus Notes into the solution became clear. Footprint confidently pursued and built a partnership that has benefited both sides: reducing Footprint’s development costs and providing Lotus with new markets.