Building a new brand positioning, brand identity, and brand culture to transform a legacy SAP partner into a game-changing global leader.
In 2019, B2B price optimization solution provider Vendavo made major moves to expand its capabilities and reach by acquiring two firms: Swedish price-optimization experts Navetti and Dallas-based CPQ solution provider Endeavor Commerce. These acquisitions transformed a legacy SAP partner into a global SaaS-based organization with customers around the world and presence in eight countries on three continents overnight.
Our challenge was to create a unified brand that would be embraced inside and outside the organization and position Vendavo as the leading AI-enabled price optimization technology platform partner, providing the world’s largest and most powerful manufacturing brands an undeniable competitive edge. “If all we get is a prettier PowerPoint template, we’ve failed,” the CMO told us.
“With more than 20 years in various marketing roles, [this] project with SIGNAL has been one of the most seamless, insightful, and truly collaborative experiences of my career. Cheryl, Cristina, and the entire team at SIGNAL have been the guiding light for process, analysis, strategy, and 360º development of our future brand vision.
They are truly experts at what they do who are flexible, thorough, and delightfully collaborative, and who have delivered above and beyond our expectations.”Ambur Cole
Former Director, Global Marketing Programs
“We’ve often reflected back on the work we did with SIGNAL as truly foundational to transforming our culture. We’ll always be grateful for their guidance and thought leadership. Plus, it was really fun!”Kristin Thielking
Chief People Officer
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