Making the Stock Price Reflect the Value

An imaging software company with a global presence was acquired by a public firm within the industry. Rubicon was hired to achieve two goals. First, develop a brand strategy that would retain the most value in the market. Second Invent an implied brand promise reflective of both the company’s value and its position against the competition. The brand indicated the position the company wanted to own in the marketplace. The stock price reflected the enhanced value and that information was effectively communicated to both financial and industry analysts.

About the client

The client is an imaging software company involved in photography and other markets.

The challenge

Before hiring Rubicon, the client company, in an effort to make itself attractive to buyers, branded itself and successfully communicated that branding into the market. Working toward a friendly acquisition for more than a year, they increased their visibility. The brand was seen in top trade publications, at shows and substantial word of mouth was developed.

After the successful acquisition, the marketing team was challenged with maintaining brand value. How could they avoid having the value they’d built up submerged and lost within the larger company? And what would the overall corporate imaging business be about?

The work

Rubicon completed a pre-working session audit with the client executive responsible for the engagement. Asking the right questions was essential. The client saw and understood the thought process being used and engaged fully with Rubicon. After two in-depth working sessions, a final report was delivered.

As with most Rubicon engagements, Rubicon did the thinking and the client executed the strategy. Implementation is given to those within the client organization who know the people and processes best.

Keys to success

Rubicon’s more than 30 years of experience in strategy formulation, brand development and the analysis of competitive threats enabled their strategists to ask the questions that mattered.

The recommendations were grounded in Rubicon’s deep knowledge of the tech industry, B2B relationships, channels, pricing and markets.

The results

Rubicon’s strategy delivered a price inflection that indicated financial and industry analysts effectively understood Rubicon’s strategy for the client.

The client’s take? “Rubicon’s work has had a direct and tangible effect. I particularly appreciated their speed, quality and actionable items.”