MANAGEMENT CONSULTING CASE STORY
Results: World-class clients
When this management consulting firm to Fortune 500 companies approached us, they had a branding emergency. They had just learned that their name, which at the time was Passages, infringed on another firm’s trademark. They needed a new name — and new brand — in a hurry.
An opportune change in course
Before we tackled the rebrand, we needed to understand their marketplace, so we interviewed company stakeholders, clients and prospects to quickly get our bearings. At the same time, we conducted a competitor review so that we could position the new brand away from crowded waters. Based on these insights we developed a new positioning and tagline, which plotted a new course for the firm:
Next, we tackled a new name. We explored hundreds of name options before the client settled on Navalent — a word that combines “navigation” and “valent” and means “finding the connections necessary for fundamental change.” A logo, stationery suite and marketing collateral materials soon followed. Today, Navalent’s new name, positioning and brand are delivering a wealth of new client opportunities.