Case Study

ConnectWise: Moving To A Master Brand Using A Phased Approach

December 21st, 2018
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst

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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