Tell a compelling story of differentiation based on service in an increasingly commoditized market fixated on price.
INetU, a managed hosting provider with a 20-year track record of success, found itself struggling to stand out in the crowded cloud hosting market. A significant hurdle included the fact that the industry recently became dominated by low-cost monoliths like Amazon Web Services (AWS) and Microsoft Azure. Despite consistently strong customer satisfaction ratings and an off the chart Net Promoter Score, the value of INetU’s consultative service model fell overlooked in favor of low-price bids by organizations with complex cloud hosting requirements.
Understand and express the INetU brand with unique value propositions that stand out in the industry.
Garfield conducted a series of in-depth interviews with client stakeholders, industry analysts, and INetU customers along with a deep dive into the cloud hosting market landscape to assess messaging and positioning strategies employed by the competition.
Our extensive research surfaced three pillars of differentiation for the INetU brand which sorely lacked across the industry and among competitors large and small. By focusing on these pillars of differentiation - Industry Leading Service, Technical Expertise, and Personalized Solutions - we positioned INetU as the intelligent choice for businesses looking to outsource complex managed hosting needs with an expert partner that can provide strategy and service beyond just a commoditized price for cloud hosting.
After implementing the new brand, we worked with iNetU to establish it as a partner that delivers the optimal combination of service, expertise, and personalized solutions to address unique, business-critical cloud hosting needs. Most importantly, this allowed customers to focus on their most critical priority: their business.
The Brand Action:
A distinct brand strategy and value proposition to set INetU apart in a commoditized sea of sameness.
Building on the new brand positioning, Garfield delivered a go-to-market creative strategy and campaign plan that included updated sales collateral, online display ads, e-mail marketing templates, and a brand video. Our integrated campaign focused on bringing the brand strategy to life through a variety of executions that exemplified INetU’s ability and approach to delivering industry leading service, personalized solutions, and technical expertise.
“INetU was looking for a partner to take a fresh look at our messaging and to give us an outside perspective on how we could best position our company for the future. Garfield Group did a terrific job of not only getting to understand and identify our ‘secret sauce’ but also in helping us look at a different perspective of our positioning in the market which contributed to results. Along the way, we found the team to be creative, intelligent, and a pleasure to work with.”
VP of Marketing