Case Studies

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Leading Cyber Security Platform

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Situation

A well-established SaaS cybersecurity firm, primarily serving local and state government clients, faced a strategic inflection point. The company sought to expand its market reach by transitioning from its core third-party risk management platform to a comprehensive internal organizational assessment solution. This pivotal move presented a complex branding challenge: introducing a new brand for the novel capability while preserving the integrity of the existing brand, maintaining customer clarity, and mitigating potential cannibalization of the current business line.

Our Approach

MCAworks implemented a multifaceted strategy to address this challenge. The process began with in-depth qualitative interviews with key company stakeholders, focusing on customer needs, product aspirations, and the "permission to believe" among existing clients. This internal analysis was complemented by comprehensive competitive research to position the new offering optimally within the market landscape. Leveraging these insights, MCAworks developed an integrated strategy encompassing brand architecture, go-to-market planning, branding, positioning, and messaging. This approach aimed to introduce the new product under a distinct brand while maintaining clear identities for both offerings. To ensure seamless execution, MCAworks created a detailed, step-by-step marketing workbook, providing a robust framework to support the product launch and ongoing market penetration efforts.

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Results

The re-branding effort is currently in process, to be launched in late 2024.