Case Study

ConnectWise: Moving To A Master Brand Using A Phased Approach

December 21st, 2018

Summary

As an organization grows, either organically or through acquisition, it may become necessary to adjust the overall brand strategy. For most B2B companies, a master brand architecture is typically the best approach because brand equity accrues to the overall organization, driving long-term relationships. This report describes how ConnectWise shifted from a sub-brand approach to a master brand architecture, allowing the organization to tell a more cohesive story that supported a shift to selling broader business solutions.

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