Case Studies
Leading Employee/Job Search Engine
Situation
A leading online employment and job search engine had grown rapidly and organically, resulting in many brands and sub-brands with little organizing principle or customer logic to interconnect them. Management was interested in determining the most effective and remunerative names/brands for various current and planned offerings within their product suite. This would lead to the development of an effective branding system or architecture to ensure that the various offerings, sub-brands, urls, etc., supported each other while communicating their specific features and benefits to the appropriate target markets.
Our Approach
MCAworks executed a series of internal interviews, detailed competitive and analogy assessments, and qualitative and quantitative research among key target markets. The research results led to a recommendation for a coherent Brand Architecture, grounded overtly in the overall “Master Brand” positioning. Some sub-brands were recommended for elimination/consolidation and those remaining were organized into a coherent structure driven by customer needs and willingness to pay.
Results
The recommendations were immediately accepted by senior management and implemented quickly. The company remains a leader in the field today.