Example: Avanon AG, Zurich

A marketing strategy, as defined by Wikipedia, provides the optimal combination of marketing instruments, such as product design, pricing, and both the distribution and promotion. The way we use the term, marketing focusses on customer acquisition and retention. What are the strengths and unique features of the company and their products? What does the purchaser require? How can we communicate both the strengths and customer benefits in a cohesive way?

Riskmanagement Concepts Systems (RCS), a Swiss provider of software solutions for operational risk management, wanted their appearance to be critiqued in order to achieve a higher level of brand awareness.

In a four and half hour workshop with the management at RCS we analyzed the strengths and weaknesses of the company’s current corporate identity in comparison to those of their competitors. As a result, RCS received a 13 page report detailing a catalogue of recommended actions, including changes to the company logo and name. Today the company is called Avanon.