Case A: Corporate Brand for Technology Company

Situation: This Fortune-500 company, competing in what was long considered a "commodities" market, had thrived for years without a corporate brand. As the marketplace changed, they found themselves losing market share to a company with a very strong, well-defined brand. Customers in certain markets would not consider buying products because the brand was not strong enough, and lacking a corporate brand left each region scrambling to create a brand of their own.

Solution: Kulbarsh Consulting was hired to develop a worldwide corporate brand. Together with company representatives from each global region, Kulbarsh guided the team through the branding process and developed a single, unified positioning and a consistent corporate "look-and-feel" that was implemented across the corporation.

Result: The new corporate brand provided the company with the traction, guidance and consistency needed to clarify its position in the marketplace. The consistency of the brand allowed for increased marketing effectiveness while marketing spending actually decreased. Today, the company is "living the brand", bringing its words and actions into consistent alignment and further increasing its brand strength. Brand management is now among the top corporate priorities.

Kulbarsh Consulting continues to manage ongoing worldwide brand tracking with partner, Gartner Research.

Case B: Positioning and Naming for Product Division

Situation: A large technology company had created a new generation of an existing product, and was debating whether to launch it using a variation of the existing name, or whether to create an entirely new name and positioning strategy.

Solution: Through market research, Kulbarsh Consulting assessed the brand equity of the existing product line and determined that its equity and naming connotations were not suitable or advantageous for the new product. Kulbarsh Consulting and its naming partner, Master-McNeil, developed a new name and positioning strategy, performed worldwide testing to validate multicultural acceptance, and launched the new product into the marketplace.

Result: This brand now produces more than $1B in annual revenue for the company.

Case C: Naming, Positioning and Pricing for Telecommunications Service

Situation: A high-speed internet access company was expanding service into a new area and needed to determine the naming, positioning, and pricing for the new service.

Solution: Kulbarsh Consulting gathered data by conducting focus groups with 4 sets of key customers, From this data, Kulbarsh Consulting was able to derive the results needed to develop the brand identity, positioning, and marketing strategy.

Result: Within a very short timeframe and for a very low investment, Kulbarsh Consulting was able to develop the branding prerequisites necessary to rollout the new service quickly. Today, this successful company is one of the few lone survivors in this industry.