The Challenge (Sector: IT): Becoming a partner to small and medium-sized businesses
The underlying business issue: A once-ailing corporate giant needing to engage with start-ups and smaller companies in the e-business space
The Project: It was well known that the client had started to turn its business around by shifting to consultancy services and e-business solutions in the early 1990s. The image of the company, however, was one that had done big business for big business and its legacy was one of near-failure. So the need was to appeal to smaller companies that required simple solutions – not the complexity of mainframes and ‘enterprise’ systems. Through a series of partnership communications with a number of high profile dot.com boomers that the client had provided the technology for – such as lastminute.com, easyjet.com and Bob Geldof’s deckchair.com – the company soon had the ‘cool blue’ associations it needed in order to be relevant to dot.com entrepreneurs and investing venture capital companies. |
