How should Mindarray position itself in a crowded market of IT monitoring software providers?
Mindarray Systems, a start-up, that builds software to monitor all layers of IT infrastructure wasn't able to position their product in a crowded market place of IT monitoring. Combining passion with technological expertise, its founding team managed to create a software that was superior to products in its class. But lack of brand messaging and positioning prevented its product to stand out.
Abir did a qualitative and desk-top study of what bothers IT administrators and the experiences they seek working in a rather stressful environment of business-critical infrastructure management. Based on insights uncovered, Abir recommended a brand positioning on evoking experiences of freedom, simplicity and control. A ground-up website redesign with new content was executed to deliver the marketing message to its world-wide audience.