case studies

How to launch a product from the ground up

SanDisk needed everything for a new product launch—a product name, overall product branding, and the launch strategy and team management to execute. The business challenge: launch a new consumer electronics product in six months flat.

Focus:

We quickly stepped up and framed the overall launch strategy, target marketing, PR, and online strategy, then managed a full-scale agency search for just the right support team. We pulled in the San Francisco-based branding agency, Eleven, Inc. and managed them through the naming process and digital advertising launch. We also managed SanDisk’s internal divisions involved with the launch, including the product management group, internal corporate marketing, packaging group and online marketing.

Transformation:

  • Executed a full scale product launch in just six months
  • Engaged and managed exceptional team members
  • Exceeded digital advertising launch metrics
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Adobe
American Cancer Society
Apple Computer
Bigstep.com
Broadcom
Charles Schwab & Company
Cisco Systems
Cisco WebEX   

EFI
Eleven Inc.
EVault/i365
Intuit
Legal Community Against Violence
Microsoft Corporation
MRM Partners
Novell

 Oracle
PanoLogic
SanDisk
Seagate
Six Apart
Sybase
Turning Star, Inc.
Wells Fargo Bank

How to launch a product
from the ground up.		   How to position a new product
to sales and channel teams.
How to build a unified sales team out of former competitors.

SanDisk needed everything for a new product launch—a product name, overall product branding, and the launch strategy and team management to execute. The business challenge: launch a new consumer electronics product in six months flat. Read More

 When Cisco bought WebEx, they needed to introduce the idea to their internal sales team and get them the materials and training they needed so they could begin selling the WebEx service through their channel partners. Read More

A new partnership between Cisco and a sometimes-competitor brought two sales teams together to sell a new product. The business challenge: to build a unified sales team out of two previous competitors—and make it happen within 3 months. Read more

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