GTSI Corp. is focused on selling information technology (IT) products and solutions to the United States Federal, state and local governments; and to contractors who are working directly on government contracts. GTSI Corp. provides a Technology Lifecycle Management (TLM) approach to IT infrastructure solutions.
GTSI approached Addison Whitney to assess the GTSI corporate brand identity in relation to current products and services, and to evaluate awareness and perceptions of the brand in several new markets. Addison Whitney was also challenged to determine how the GTSI portfolio should be structured, and how the GTSI brand should be positioned.
The Addison Whitney Solution
Research & Analysis
Addison Whitney conducted in-depth interviews with key internal stakeholders as well as extensive market research in four key market segments. Further analysis of the research led Addison Whitney to find the GTSI brand carried strong, positive equity.
Based on the research Addison Whitney recommended an optimal brand portfolio and positioning strategy for GTSI. Targeted messages were also developed for each of the market segments in GTSI. The proposed use of the new brand messages aimed to solidify the intended positioning.
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