Data Lab - Award Winning Brand Strategy, Marketing & Design Firm

GIVING “LIFE” TO DATA LAB’S AI FOR MANUFACTURING PROCUREMENT

THE SITUATION

Data Lab, a technology leader in digital solutions for manufacturing and supply chain management had developed an AI procurement tool to assist procurement managers and their teams in improving supplier relations, eliminate stockouts, streamline operations, and lower cost of goods. A product this powerful needed equally powerful marketing, so we joined forces with Data Lab to create and launch this new brand.

THE ASSESSMENT

Starting with a blank slate was a challenge that also afforded a great opportunity for Data Lab to create a dynamic presence with potential customers. Communicating the uniqueness of the yet-to-be-named AI tool while concurrently explaining the benefits and advantages to the various decision makers was key to driving engagement. Clear and concise communications were central to this success.

THE SOLUTION

First, the name: ProcureSmart. Two words that speak volumes to the “what” and “why” of the product. What followed in rapid succession was the development of an equally “smart” logo, visual identity, and the identification of key buyer and influencer personas. At the same time, messaging architecture was developed and applied to a group of marketing tools that included website assets, trade show booth, sales tools, digital communications, and video.

To achieve this goal, a diverse group of targeted services from the Brand Leadership Solution® were put to work:

DISCOVER

Internal fact-finding and review
Competitors analysis
Key customers/buyer personas

DEFINE

Brand personality profile
Brand attributes and promise
Unique value positioning

DIFFERENTIATE

Brand name development
Brand mark/visual identity design
Customer-centric messaging architecture
Information and storytelling in an on-brand style
Development of sales/promotional support materials

DEPLOY

Execute development of logo/graphic identity
Multi-media creative content and materials

THE RESULTS

ProcureSmart has established itself as the leading AI tool for empowering manufacturing procurement performance. From unknown product to a highly regarded brand, ProcureSmart has achieved a more than 50% awareness with key demos following brand engagement.

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