Defining a New Category in a Rapidly Changing Industry
Situation
Founded in 2001, Centro is an entrepreneurial, growing digital media services company that got its start buying local digital media around the country. As its capabilities and client list grew, it added multiple, individually branded services and technology tools that it would sell separately. This rapid growth created confusion around the company’s positioning – with internal teams and clients confused over whether it was a “technology” company or a “services” company. Additionally, with such a broad offering, Centro risked being seen as a competitor to agency clients, who prefer to own as much of a customer’s business as possible.
Strategy
Our recommendation was to position Centro as experts in an area that had relevance to advertisers, agencies and publishers, but did not appear to be competitive with any of them. The expertise had to be connected to Centro’s origins in local media, but appropriate to a company with powerful technology, market intelligence, and a proven way to create value for agencies and publishers.
We created the term “media logistics,” defining it as “navigating the complex process of buying and selling digital advertising while delivering effectiveness, scale, and audience engagement”. Media Logistics expertise requires proficiency in services as well as technology, as well as a capacity to understand each unique customer request. More importantly, it represents a critical, but noncompetitive link in the advertising value chain, making Centro both desirable and indispensable to its audiences.
The new positioning, supported by the new tagline, “Accomplish More,” balances Centro’s proven expertise with local markets, digital technology, media services and operational efficiency. The positioning platform gives the company plenty of room for future growth, without creating confusion as to whether it is a technology or a service company. We developed a clear brand architecture, prioritized messaging for key audiences, and guidelines to support the overall positioning and direct naming of future offerings.
Results
This new positioning and tagline has invigorated the company, clarified its business direction, reassured its investors, and opened the door to significant long-term business opportunities with major clients. Everyone in the company can now clearly articulate what business they are in and why they matter to their most critical audiences.
