Happy, inc. was engaged to conduct a comprehensive brand assessment and renewal effort for OpenText, the largest dedicated provider of ECMS software in the world. After years of product acquisitions, the brand had become fragmented and the company had never communicated with thier newly acquired audiences with a single, mindful voice.
We performed quantitative and qualitative research, with periodic customer and partner org surveys, in-person focus groups, and guerilla one-minute “roving” interviews conducted on-site during the company’s annual conference.
Coordinated with OpenText product development, sales and marketing teams to assess internal staff capabilities, perspectives and practices.
Conducted web brand, content and usability assessments, and drafted architecture strategies, mobile and social media strategies and web communications best practice standards.
Our documentation included comprehensive brand style guidelines addressing online and offline communications, plus recommendations for trade shows and other events.
We established product “families”, made product renaming recommendations and drafted key product positioning statements.
We also advised regarding internal communications and customer service practices and scripts, and created an actionable timeline for use by the executive team when rolling out company-wide cultural changes.