Know Your Data's Worth

Boosted stock value by 110%

The pace of competitive movement in the AI and data space exploded with the rise of open-source large-language models. A once-unicorn-status cloud platform lost its market stronghold – stock prices plunged from near triple digits to single digits as shareholders returns suffered. Its fanatic customer base held steady, but disruptive executive publicity and leadership turnovers – compounded with a history of inconsistent brand changes – isolated target growth audiences, distanced industry influencers, and disenfranchised employees.

With a strategic program designed to clearly distinguish the multi-tiered advantages of the company’s robust cloud platform and connecting it with user benefits that transcended the complex interests of its diverse audience, we successfully boosted stock value by 110% and put the company on an upward track to meet a 20% YOY revenue target.

Alongside market performance, audience sentiment began transforming. Company-confidence and executive-trust scores moved out of bottom-third performers in employee benchmark surveys, analysts gave feedback noting the company’s more optimistic tone, and pipeline opportunities from industry partners grew 90%.

This success was the result of a cohesive brand framework that built on well-established company strengths and strategic priorities, with the flexibility to support cross-functional programs and diverse audience needs.

Positioning & Messaging Refresh | Your Data is Worth More: Comprehensive research pointed to value as competitive white space the company could own, and build on its established strengths to become the champion for a universally recognized challenge with corporate data, while advancing strategic priorities: consumption pricing, AI and ecosystem-led growth.

Market Education | Data+: Packaging customer successes as custom-built equations adding up to impact and ROI transformed the company’s myopic reputation as a visualization tool into an enterprise data+AI solution that can grow with corporate needs.

Innovation Roadmap | Made for this Moment: Elevating the company’s legacy leadership in AI and its foundational AI-optimized product framework showcased its record of ROI, and distinguished the credibility of its AI product suite and expert thought leadership.

Community Rally | YOE! It’s the Year of the Ecosystem: Channeling the multi-generational nostalgia of the term “yoe” created buzz and excitement among employees, partners and customers, and enabled the awareness and education needed to initiate a systemic shift to the company’s competitive positioning and growth strategy.

Campaign & Content Themes | Impact. Innovation. Humanization. Intelligence.: Advancing the brand positioning through evolving narratives that resonated with timely audience needs was critical to ensuring an enduring lifecycle. Impact, Innovation, Humanization and Intelligence reflected the economic moment, leveraged the company's "challenger" status, transcended existing "buzz" topics, and underscored the company's AI leadership.