Aprimo
Chicago
Martech software
Services:
Brand strategy + messaging
Brand campaign
Photography + styling
Aprimo
Chicago
Creating the Aprimo Advantage
The marketing gap
The Advantage marketing gap movie shot in Amsterdam was primarily used in event and first introduction presentations. It promotes the combined propositions of Aprimo and ADAM and explains the challenges marketeers have in managing budgets, creating the right content to close the gap between sales and product.
See an overview of ADAM projects including UI guidelines at the CMK1 archive
Brief
Content has become business critical for brands. Marketing technologies deliver more data and channels to distribute content. These same brands need systems and processes to manage compliance and brand integrity. This project was to integrate both brand and software propositions for the worlds biggest Martech company after its acquisition of ADAM software
- another CMK1 client.
Approach
The Creative Strategy proposed an synergizing brand proposition and narrative that brought together all the software and technologoes at every level of The Aprimo business. Calling it the ‘Aprimo Advantage’ -as it was the first sector leading company to offer both and DAM digital asset management solutions.
New Standard
The Aprimo Advantage set a new standard within the company that was not only growing at a fast rate but also bringing synchronicity across the sales, marketing and product areas. The new brand narrative was modulated into client focused presentations so that each proposition match the overarching campaign.
Project Process
Step 1 - Creative Strategy
1. Analyse the CEO's strategic thinking and CMO's briefing
2. Interview key influencers and C-level decision makers within Aprimo to understand the true opportunity of a brand refresh of Aprimo as they integrated ADAM software - an existing CMK1 client - into their total brand and software proposition.
Step 2 - Brand Narrative
Develop a brand narrative strategy - The Aprimo Advantage - presented through the Thoughtstarter that defined the brand narrative and new visual identity that would raise the brand profile and promote the future of of the Aprimo brand.
Step 3 - Brand Governance
The brand narrative was translated into a number of assets including a new website, brand movie, marketing collateral and social marketing assets. The project was a collaborative effort with the in-house Aprimo brand design team as well as a South African photographer, Chris Saunders and Dutch content video company, Pixel Universe.