Blackbaud, Inc. is a global provider of software and related services designed specifically for non-profit organizations. It offers an operational platform through core software applications, plus an additional 40 extended applications to provide distinct, add-on functionality tailored to meet the specific needs of its diverse customer base.
In the process of acquiring Target Software Inc. and Target Analysis Group Inc., Blackbaud was in need of an extensive strategy to effectively integrate the brand portfolios. Blackbaud engaged Addison Whitney to evaluate the brands of the two companies, and to develop a strategy that would result in the utilization of the strongest brands.
The Addison Whitney Solution
Research & Analysis
Key executives within the companies and core members of the target audience participated in a research study with Addison Whitney. This was combined with an assessment of where the Blackbaud brand was situated among competitors to develop a clear picture of the differentiating factors that Blackbaud brought to the market.
The message that Blackbaud was communicating through their brands underwent a thorough analysis by Addison Whitney. A strategy for the alignment of the primary messages put out by Blackbaud and their brands was developed and incorporated.
The Addison Whitney verbal team evaluated the names of all the software components for both companies. Names that successfully reflected the benefits of the core market offerings and sub-brands were developed.
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