Case Study
When a great product struggles with its image
Just three years ago, Men&Mice had an exceptional product but struggled with its presentation. In 2020, I was part of the Men&Mice marketing team, collaborating with the ad agency Kontor Reykjavik to revamp the company's brand strategy, mission, vision, and tone of voice.
Our challenge? To strike the right balance: retaining our award-winning solutions and top-notch customer service while giving our technical foundation a modern and forward-facing image.
One significant change involved renaming our core product from the Men&Mice Suite to Micetro* by Men&Mice.
That very year, we made it to the finals of the Icelandic Advertising Awards.
Fast forward to May 2023, and Men&Mice was acquired by BlueCat Networks.
While the product was undoubtedly excellent, I'd argue that the company's strong brand, nurtured over time, allowed it to command a premium (undisclosed) price.
Our challenge? To strike the right balance: retaining our award-winning solutions and top-notch customer service while giving our technical foundation a modern and forward-facing image.
One significant change involved renaming our core product from the Men&Mice Suite to Micetro* by Men&Mice.
That very year, we made it to the finals of the Icelandic Advertising Awards.
Fast forward to May 2023, and Men&Mice was acquired by BlueCat Networks.
While the product was undoubtedly excellent, I'd argue that the company's strong brand, nurtured over time, allowed it to command a premium (undisclosed) price.
- Brand strategyWe crafted a comprehensive brand strategy emphasizing authenticity, innovation, and customer-centricity, poised to elevate brand resonance and market positioning.
- Concept developmentGenerated compelling concepts embodying creativity, relevance, and consumer appeal, primed to captivate target audiences and drive engagement.
- CopywritingProduced captivating copy infused with persuasive messaging, storytelling finesse, and brand essence, designed to enthrall audiences and spur action.
- BlogDelivered insightful blog content, blending expertise, relevance, and authenticity to resonate with readers and drive meaningful engagement.
- Internal messagingCrafted impactful internal messaging imbued with clarity, unity, and inspiration, fostering alignment, morale, and organizational cohesion.
