WorldTelemetry Inc

WorldTelemetry created a safer, more efficient solution for managing fuel and chemical supplies. Applications included gas stations/convenience stores, commercial fleets, and agriculture. Their main challenge was to reposition themselves as a provider of management intelligence solutions, rather than wireless tank gauges. Instead of selling to field managers, they needed to talk with CFOs, CIOs and CEOs.

 

WorldTelemetry created a safer, more efficient solution for managing fuel and chemical supplies. Applications included gas station/convenience stores, commercial fleets, and agriculture. Their main challenge was to reposition the client as a provider of management intelligence solutions, rather than wireless tank gauges. We needed to change WorldTelemetry’s client from field managers, to CFOs, CIOs and CEOs.

Key insight
The company’s branding did not align with their desired position. To address this, our strategy was relatively simple: Commit to and execute against appropriate strategic messages. How many companies allow their brand to be defined by whatever is easiest to sell this week – often at the expense of crucial business goals?


 

 

Copy for all samples by Barrett Rossie

 

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