Edify Corporation’s new product moved them out of the commodity space of Interactive Voice Response (IVR) into a full Customer Relationship Management (CRM) offering.

The challenge was to re-brand Edify as a leader in the CRM space, without losing their equity in IVR.

Through a branding workshop, we developed a positioning and integrated marketing program for Edify that allowed their customers to instantly see the benefit of the new CRM offering to THEIR customers. The branding, sales kit, and capabilities brochure were delivered in eight weeks. A national advertising campaign, direct marketing series, trade show booth, and Web overhaul were rolled out over nine months.

Edify believes (and has the figures to back it up) that the new branding was responsible for increased customer satisfaction, negotiating power with acquisitions and alliances, and advantages in recruiting.