Branding |  SaaS Marketing  |  Product Positioning

Auctane

Background

Auctane is a parent company that had acquired a robust portfolio of shipping and mailing companies through mergers and acquisitions. When Auctane came to us in 2022, the company had recently been acquired by private equity firm Thoma Bravo. It was clear to the new ownership that the accumulation of brands was a problem—it had resulted in numerous overlaps, leading to confusion among consumers, employees, and the market—which, in the absence of a clear portfolio value story, created an uncertain future vision for the company.

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Challenge 

Our opportunity was to help them make a business case for a refined portfolio, that ultimately would create an ecosystem of brands with distinct-but-connect stories, and an overall platform story that would solidify the value of Auctane's portfolio for customers and deliver the return their investors were expecting.

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Work

I led an immersive brand discovery process to gather the key inputs (and alignment) that allowed us to build the end-state brand portfolio.

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Once the new portfolio structure was sold through across the organization, including to the PE stakeholders, we created the new Auctane ecosystem with a new brand strategy and identity for the parent brand. Next, we underwent the same process for each of the portfolio of brands, ensuring a distinct-but-connected story for each. 

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We mobilized the portfolio internally through the creation of a change management process and branded materials. Finally, we developed a robust launch strategy and rollout plan for each of the brands.

NOTE: The new portfolio and brands will be rolled out throughout 2024, and as such, work will be added as it is made public.

Shipping and Logistics Technology

PORTFOLIO STRATEGY  |  BRAND STRATEGY  |  BRAND IDENTITY  |  BRAND LAUNCH