Repositioning a Legacy Tech Brand for Growth From Toolbar Stigma to Cross-Segment Marketing Platform
Audience Need
Despite offering a diverse range of marketing technology solutions, Conduit struggled with public perception, largely due to its toolbar legacy. The company needed to redefine its brand, clearly communicate its value beyond toolbars, and transition from a B2B-only focus to engaging B2C audiences.
Communication Strategy
The team repositioned Conduit as an innovative marketing platform through a strategic rebranding initiative. The team amplified executive leadership as industry thought leaders by securing media coverage, speaking engagements, and expert-driven content. The team also highlighted Conduit’s measurable impact through customer success stories.
Client Results
- 79% of that year’s media coverage carried key messages reinforcing Conduit’s industry credibility.
- Successfully transitioned messaging from B2B-only to B2B and B2C, broadening market reach.
- Strengthened customer engagement through real-world success stories.
- Increased executive thought leadership by securing key media coverage.
This campaign successfully repositioned Conduit, helping it shed past associations with toolbar technology while establishing it as a valuable app platform and marketing solution.