Case Study

Calero: Shifting Brand Perception To Become A Category Leader

May 4th, 2018

Summary

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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