BRANDS WE’VE BUILT
WAXIE
OBJECTIVE
READY.
SITUATION
AIM.
SOLUTION
Conducted close to 100 one-on-one interviews with WAXIE’s customers across each of its five key target industry verticals – government, education, building service contractors, healthcare and property management to understand what customers valued most about WAXIE and where there may be areas to improve.
Executed quantitative research study with WAXIE’s customers to validate our qualitative findings and uncover additional insights.
Based on customer insights, developed a highly differentiated brand positioning strategy that helped reinforce what customers valued most about WAXIE and helped create some “competitive entry barriers” vs. the new national competitive set.
Developed new brand identity and website creative elements, and developed new tagline, elevator pitch and other communication vehicles that transformed the way WAXIE presented themselves in the marketplace.
EXECUTE.
RESULT
Moreover, armed with new messaging that is both powerful and competitive, the WAXIE team has ingrained this message throughout the organization including with frontline employees.
WAXIE has successfully defended their leadership position vs. new national competitors and they’ve elevated their presence in key C-Suites.
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HAPPY CLIENTS…
We were taken through a comprehensive process that was both highly analytical and creative, and involved and challenged the entire senior management team. This resulted in us thinking about the WAXIE brand in new and exciting ways. BLM then came through with the development of wonderful new brand identity elements including color palette, brand imagery and tagline.
We now talk, both visually and in copy, about WAXIE in a way that reflects our heritage and core values as well as the value we bring to our customers. This messaging is both powerful and competitive and has helped elevate WAXIE against very large national competitors. We couldn’t be more pleased with the work done by BottomLine Marketing and highly recommend them to anyone who needs to sharpen their brand and improve how they communicate with their current or prospective customers.
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