Case Study

Calero: Shifting Brand Perception To Become A Category Leader

May 4th, 2018
Matt Papertsian, null
Matt Papertsian


Driven by the need to diversify its portfolio and differentiate its offering, Calero’s acquisition strategy resulted in a reevaluation of its brand category. By reviving a dormant category, Calero redefined its brand and repositioned the company, leading to a 50% increase in average deal size. Calero’s brand redefinition was a transformational effort that required senior leadership sponsorship and a set of carefully planned and consensus-building activities. This case study describes and analyzes how Calero successfully redefined its brand to establish market leadership in a dormant solution technology category in order to differentiate itself and enable rapid growth.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.