An Evolving Brand

Servo Marketing creates a Web site that flexes to fit changes in brand strategy.

One thing is certain in marketing: there's no definitive right and wrong when it comes to developing a strategy. As management changes within organizations, there can be sharp turns in marketing strategy. But, because Servo Marketing is a nimble team of branding experts, we're able to keep up with vagaries of our clients' marketing approaches.

Client: Packeteer

Web site: www.packeteer.com

Background

When Engineers Write Copy

Packeteer is the market leader in WAN application delivery.

Know what that means? We didn't either, at first. When we started working with Packeteer, their Web site was so dense with techno-babble that you couldn't cut through it with a machete and a technical dictionary. There was virtually no high-level, sales-driven messaging. It was little more than an overblown technical specifications sheet.

Servo's Solution

Put Marketing Back in Charge of Marketing

Servo helped the marketing team convince the engineers that the Web site could be much more than a dumping ground for technical information, it could be the company's most important lead generation tool. While most of Packeteer's initial inquiries are from engineers, the decision makers tend to be the engineers' bosses (who don't tend to build transistors in their spare time).

To convert those initial inquiries into signed sales contracts, Servo recognized the need to speak directly to the purse-string holders. We created high-level, punchy sales messaging, in plain english. We then organized the technical data into libraries with downloadable PDFs, made terminology and naming consistent and removed outdated and confusing product information.

A New Design Direction

The marketing team also asked Servo to create a Web site interface to reflect the company's new visual identity: a bright spectrum of colors intended to make Packeteer stand out from its competitors. Servo created a Flash feature for the Home page, used to quickly promote specifc product benefits and promotions.

A Web Site that Works Smarter

The result is a Web site that clearly explains Packateer's business model: making technology to help your network run faster and work smarter. The overall imgae upgrade was quick and comprehensive, transforming Packeteer from a startup without a message to a dynamic, professional corporation.

The Pendulum Swings

One year later, the marketing management team changed. While the new team recognized the importance of keeping marketing in the hands of the marketers, they felt the brand's visual idenitity was not a good fit for a serious technology company. Our job now at Servo is to help the new team soften the company's brand lively image into a safer, more conservative position.