Project Description

IntelliGuard®

NOBODY WANTS TO SIGN-UP FOR A TEAM WITH A BAD NAME

The Beginning

When Gordon Krass was announced as CEO of an RFID-technology company the owners tasked him with deciding if they should sell the company or continue to invest. The company created hardware and software that helped manage critical inventory in hospital pharmacies and had projected to generate substantial returns.

The problem was that the company was named MEPS Realtime Inc and had taken a very technical approach to positioning itself as an innovative solution for a very real and expensive problem: making sure medications were in-stock and where they were needed. There were billions to be made, but the company was far from profitable.

The Change

Gordon called The Idea Guy because we had a previous relationship at another technology company. As his trusted advisor, he asked me to listen to a series of presentations to gain some insights into his problem.

What I heard was a story about a great technology application that was ill-presented to a very interested marketplace. The company name had no recall and was not relevant to the problem.

A product line, IntelliGuard, was substituted and only a DBA was required by legal to do so. A new mark, based on the icon known in RFID, helped the user quickly understand what the solution included. An updated marketing communications platform hosted a series of industry-oriented videos that tasked thought leaders to answer questions on inventory management issues in the pharmacy.

The Results

The company has become known in their industry as a leader in the critical inventory management space.

“When I took over this company there several problems that needed to be addressed. At the top of the list was corporate branding. This is where I turned to my trusted advisor Kevin Popovic. Having worked with Kevin in the past I knew I would get someone who had the creative talent and passion to drive a meaningful solution. Kevin lead us through the ideation and implementation of our new brand which has served as the foundation to remake this company.”

Gordon reports that when using the Challenger sales approach and the videos from the series, sales closes 9 out of every 10 deals they sit down at the table to discuss.

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