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$900 million, IT systems integrator Tier Technologies pursued an aggressive
acquisition strategy between 1995 and 2000, scooping up seventeen proprietary
software companies, each one delivering a critical process to one of
four verticals: healthcare, insurance, financial services, and utilities.
Tier wanted to consolidate its brand and reposition from systems integration
to IT business consulting. The issue was how to leverage its equity
for the former under one brand delivering the latter.
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Historically, Tier Technologies’ core offering was to install
and customize proprietary software used by governments to collect from
“dead beat dads.” Its acquisitions were based on the same
delivery – critical process software. The acquisitions not only
reinforced Tier’s technical competence, they expanded its reach
to three other industries, further reinforcing its technical expertise
with equally expert consulting.
Consequently, the brand did not have to offer more but less. We advised
Tier to drop the word “Technologies” from its name. The
company didn’t have to remind customers what it could do but to
inform them of expanded capabilities. Following stakeholder interviews
and analysis, we developed a strategy and positioning expressed by the
brand line, “Expect a Lot.” It had a tone of confidence,
promising superior performance, attributes the company and its acquisitions
had always paid off. Finally, we implemented this strategy in a new
identity extended to its web site, signage, and annual report. The market
reacted with a spike in Tier’s share price, tripling ROI. |
