Strategy / Branding Case Studies

Transforming eCommerce Strategy to Drive Growth, Profitability, and Brand Loyalty for Leading DTC Brands

Business Challenge:
Amid fierce competition from Amazon and other major online retailers, the Company’s eCommerce model relied heavily on discounts and promotions, compressing margins and eroding brand value. This approach led to price sensitivity and a dependency on sales cycles, preventing the brand from achieving sustainable, long-term growth. To strengthen profitability and build a base of loyal, full-price customers, the Company needed a strategic shift that would reduce discounting while amplifying brand loyalty and customer engagement.

Solution and Execution:
We spearheaded a strategic transformation to reposition the Company’s eCommerce approach. This included developing and executing a robust, customer-centric strategy that enhanced brand equity and drove sustainable growth across over 25 well-known brands, including Perry Ellis, Original Penguin, Peony&Me, Laundry by Shelli Segal, Callaway Golf Apparel, and Cubavera.

Key actions taken included:

• High-Impact Loyalty Program Development: Leveraging insights from our eCommerce and omnichannel experience, we crafted a sophisticated loyalty program to increase customer retention and lifetime value. The program featured exclusive rewards, cash-back incentives, and personalized perks to encourage repeat purchases. This initiative positioned the Company’s online and in-store experiences as go-to destinations, generating a highly engaged customer base.

• Seamless Brand Integration Across Flagship Lines: Rolling out the loyalty program across multiple brands required careful attention to each brand’s unique identity while ensuring a consistent and cohesive customer experience. Through customized execution for brands like Cubavera and Original Penguin, we delivered a loyalty platform that resonated across demographics, reinforcing both individual brand values and the Company’s collective eCommerce presence.

• Advanced Data-Driven Personalization: We implemented data analytics to segment customers and craft highly targeted promotions based on individual shopping behaviors and preferences. This personalization strategy enabled the Company to deliver timely, relevant offers and messaging, boosting conversion rates and engagement without relying on broad, margin-eroding discounting.

These initiatives were supported by a complete overhaul of eCommerce operations, spanning digital marketing, social media, and demand generation. With oversight across all direct-to-consumer sites, Amazon marketplace, and social channels, we implemented high-impact digital media tactics such as pay-per-click, retargeting, Google Shopping, affiliate, and influencer marketing. The in-house team of 34+ branding, marketing, creative, and digital experts helped produce over 48 assets per week per brand, including daily merchandising, promotions, and digital campaigns that consistently drove traffic and engagement.

Results and Impact:
This loyalty-focused, brand-centric approach generated remarkable results across all critical performance metrics:

• Revenue Growth: Achieved a 40% year-over-year increase in eCommerce revenue, raising eCommerce contributions to 14% of total sales.

• Improved Marketing ROI: Reduced digital marketing acquisition costs by 17% through advanced targeting and optimized spend, significantly enhancing overall marketing efficiency.

• Profitability Milestone: Achieved the Company’s first positive operating income in over a year, marking a successful financial turnaround.

• Strengthened Customer Loyalty: Established a loyal, full-price customer base with reduced price sensitivity, ensuring greater customer retention and long-term value for the brand.

Through a powerful combination of strategic foresight, data-driven tactics, and high-quality brand execution, we transformed the Company’s eCommerce model from a discount-driven strategy to a high-performance, customer-focused engine. This comprehensive approach to digital transformation delivered sustainable growth, enhanced profitability, and strengthened brand equity across competitive markets.

Elevating Engagement, Growth, and Brand Identity for a Telehealth B2B and DTC Subscription Services Provider

Business Challenge:

With over 10 million eligible prospects, the Company faced a critical engagement gap: fewer than 250,000 users had activated their Telehealth accounts. Many consumers were unclear about when to choose Telehealth over primary care, urgent care, or the ER. To drive usage and build loyalty, it was essential to clarify the brand’s value, encourage registration, and foster ongoing engagement to keep the Company top-of-mind for users.

Solution and Execution:

In under two months, we crafted and launched a multi-faceted, data-driven strategy that did more than generate leads—it built a recognizable, trusted brand identity that resonated with consumers.

Key components of this initiative included:

• A robust multi-channel campaign using a new SEO-driven website, targeted social media, and email, designed to both capture attention and reinforce brand credibility.

• A welcoming brand experience delivered through customized welcome kits and performance-driven demand generation campaigns, each designed to ensure consistent, value-driven weekly engagement.

• Production of engaging brand materials including on-message collateral, direct response mailers, PR, blogs, videos, flyers, posters, website banners, postcards, promo items, tradehow booths, and FAQs—all aligned to solidify brand presence across touchpoints.

• Creation of a self-service marketing hub, empowering clients (employers, health plans, and health systems) to download and customize branded marketing assets, helping them effectively communicate the Telehealth value proposition within their organizations.

Results and Impact:

These initiatives not only increased market awareness and accelerated SEO traction but also established a memorable, trustworthy brand. Through this strategic branding and engagement focus, the Company achieved significant results across key metrics:

• eCommerce registration: Increased by over 42%

• Engagement: Grew by more than 64%

• Utilization: Improved by over 44%

• Retention: Achieved a remarkable 97%

By fusing a data-driven strategy with a powerful brand message, we transformed the Company’s presence, making Telehealth an essential, top-of-mind service for millions and establishing a scalable brand for sustained growth and loyalty.

Revolutionizing eCommerce Strategy to Elevate Brand Value and Drive Profitability

Business Challenge:

The Company’s frequent sales promotions had conditioned customers to delay purchases, eroding profit margins and diminishing the brand’s premium appeal. Customers had become accustomed to waiting for discounts, significantly impacting full-price sales and undermining brand perception.

Solution and Execution:

We led a strategic shift to move from a discount-driven model to a value-centric approach. 

Key initiatives included:

• Repositioning to “Special Purchase” Events: We introduced a new website category, “Special Purchase,” designed to appeal to price-sensitive customers while preserving brand value. Promoted through digital ads, social media, HTML mailers, and influencer and affiliate channels, this segment offered exclusive merchandise with limited-time availability rather than constant markdowns, encouraging timely purchases.

• Transitioned Marketing Messaging: To reinforce the brand’s value, we restructured promotional schedules to focus on key holidays and end-of-season events, retraining customers to view sales as rare opportunities rather than frequent occurrences.

Results and Impact:

This strategic pivot not only stabilized weekly revenue but also restored the brand’s premium positioning. The initiative delivered notable results across critical metrics:

• Average Order Value (AOV): Increased by 25%, demonstrating enhanced customer willingness to purchase full-priced items.

• Sales Consistency: Stabilized weekly revenue and margin performance, achieving greater predictability and profitability.

Additional Key Successes:

• Brand Transformation: Rebuilt and launched a new brand image, voice, messaging platform, and the loyalty program “J.ING Insider” in just four weeks, creating a cohesive, customer-focused identity.

• eCommerce Channel Growth: Transformed an underperforming eCommerce site into a highly profitable channel, with month-over-month revenue growth exceeding 100%.

• Traffic and SKU Expansion: Increased global site traffic by 67% and expanded product SKUs by 45%, resulting in stronger customer engagement and diversified offerings.

• Performance Marketing Impact: Enhanced digital marketing ROI by 82%, delivering higher returns through optimized ad spend and targeted campaigns.

By transforming a discount-reliant strategy into a value-driven, brand-focused approach, we successfully repositioned the Company’s eCommerce business for sustained growth, increased profitability, and a revitalized brand image that appeals to high-value customers.

Driving Brand Transformation and Market Expansion for AI SaaS Software in Marketing and Sales Automation

Business Challenge:

After establishing dominance in the automotive sector, the Company saw vast growth potential for its AI capabilities across new verticals. However, entering the highly competitive enterprise market required more than technology—it needed a complete brand transformation. To gain credibility and differentiate itself, the Company needed a new name, value proposition, and brand identity that highlighted the unique strengths of its product and resonated with a broader audience.

Solution and Execution:

In less than two months, we led a full-scale rebranding initiative that aligned the Company’s vision with a dynamic new identity and market strategy. This transformation included:

• A new name, logo, value proposition, and messaging framework designed to reflect the product's distinct attributes and reinforce credibility in the enterprise AI landscape.

• Development of a high-impact, search-engine-optimized website and permission-based marketing platform, bolstered by multi-touch engagement campaigns across social media and digital channels.

• Comprehensive campaign assets including new collateral case studies, infographics, white papers, direct mail, press releases, SEO and SEM, blogs, videos, trade show booths, presentations, and advertising—all crafted to amplify brand visibility and credibility.

Results and Impact:

Through this strategic brand and marketing transformation, the Company saw unprecedented growth and market recognition:

• Website Traffic: Increased by 1,119%

• App Downloads: Grew by over 600%

• Pipeline Growth: Scaled by more than 400% within six months

This brand overhaul not only established the Company as a credible enterprise AI leader but also opened doors across verticals, creating a scalable foundation for ongoing market expansion and innovation. Through a blend of brand strategy and data-driven execution, we positioned the Company for sustained growth and long-term success in a crowded, competitive landscape.

Transforming Brand and Driving Enterprise Growth for Cloud-Based Cybersecurity Subscription Services

Business Challenge:
After years of operating under the radar, the Company was acquired by a private equity firm that recognized the untapped potential of its advanced cybersecurity technology. The challenge was clear: to reposition and elevate the brand for credibility and growth in the enterprise sector, distancing it from its historical associations with less desirable industries that could hinder expansion.

Solution and Execution:
A comprehensive rebrand and strategic realignment were essential to position the Company as a credible leader in enterprise cybersecurity. Within six months, we led the Company through a full-scale transformation that included:

• Development and execution of a new branding and messaging platform, underpinned by a refreshed go-to-market strategy designed to resonate with enterprise clients.

• Creation of a cohesive suite of brand assets, including a new website, corporate brochure, service datasheets, white papers, case studies, market studies/attack reports, and threat advisories. Additional assets included press releases, infographics, recruitment materials, blogs , videos, and competitive sales tools, establishing the Company as a thought leader.

• Multi-channel demand generation campaigns to drive customer acquisition, increase market share, and build a robust business pipeline, with targeted online and print advertising, social media, and email outreach.

Results and Impact:
This strategic overhaul yielded transformative results, positioning the Company as a premier cybersecurity brand and significantly expanding its market footprint:

• Revenue Growth: Sales increased from $14 million to $70 million

• Employee Expansion: Grew from 44 to 220 employees

• Client Base: Expanded from 210 to 450 enterprise clients

• Acquisition Outcome: Culminated in a $370 million acquisition by Akamai, delivering a 2,366% return for the PE firm

By combining brand repositioning with a strategic growth plan, we transformed the Company into a high-growth enterprise leader in cybersecurity, delivering measurable outcomes and creating a scalable foundation for future success.

Creating a Disruptive Brand in the Ride-Sharing Industry

Business Challenge:

The ride-sharing market was dominated by major players like Uber and Lyft. However, a start-up identified an untapped niche—offering a service to help customers who had driven to a location (e.g., restaurants, parties, or events) safely get both themselves and their cars home after a night of drinking. To launch this unique concept, the Company needed to establish a powerful brand identity, build a mobile app for seamless customer experience, and implement a strategy to rapidly expand into multiple cities to compete effectively in the crowded ride-sharing space.

Solution and Execution:

We led a comprehensive branding and go-to-market strategy:

• Conducted in-depth competitive research and user testing to identify optimal app functionalities and user flows.

• Developed a multi-channel branding and launch campaign to drive awareness and differentiate the brand’s unique value proposition.

• Collaborated with developers to design an intuitive iOS and Android app, prioritizing a smooth, user-friendly experience for booking rides, tracking pickups, and managing payments. User feedback and iterative testing enabled us to refine the app’s design before launch, ensuring an optimized experience for engagement and growth.

Results and Impact:

The strategic approach to branding, user experience, and scaling led to significant early success:

• Rapid Expansion: Successfully launched in 75 cities within months, establishing the Company as a serious contender in the ride-sharing market.

• User Engagement: The intuitive app design and seamless experience led to high user satisfaction and repeat bookings, bolstering customer loyalty and retention.

• Brand Awareness: The differentiated positioning attracted attention, allowing the Company to carve out a unique space in a competitive industry.

This case underscores our expertise in identifying market gaps, creating strong brand identities, and executing data-driven strategies to launch and scale innovative services.

Leading Brand Reinvention and Strategic Growth in Fintech for Payment Processing and Merchant Services

Business Challenge:

The holding Company had successfully acquired 19 payment processing and merchant services businesses, creating a profitable global enterprise. However, as next-gen Fintech firms surged with cutting-edge technology, self-service models, and highly competitive offerings, the Company faced an urgent need to modernize and reposition itself to protect its market relevance and enhance its valuation in preparation for a future exit.

Solution and Execution:

In just 90 days, we led a complete brand and business transformation, implementing a strategy that aligned the Company with evolving industry standards and differentiated it from disruptive competitors. 

Key initiatives included:

• Creation of a new company name, logo, value proposition, product suite, and brand identity, all designed to resonate with modern Fintech demands.

• Development of a comprehensive go-to-market strategy featuring a search-engine-optimized, permission-based website and an enhanced social media presence, all aimed at expanding reach and building credibility.

• Execution of multi-channel, data-driven campaigns—including collateral, case studies, white papers, mailers, PR, blogs, videos, SEO and SEM, and targeted data-driven advertising—to boost brand awareness, drive demand generation, and nurture engagement.

• Establishment of a 24x7x365 white-glove contact center to provide high-quality lead qualification and ensure a streamlined, professional customer experience.

Results and Impact:

Through this rebranding and strategic marketing approach, the Company gained traction in a rapidly changing Fintech landscape:

• Market Awareness: Achieved significant industry recognition and quickly built SEO traction

• Pipeline Growth: Established an eight-figure new business pipeline

• Competitive Edge: Secured competitive wins, affirming the success of the repositioning strategy

This strategic reinvention not only positioned the Company as a contemporary leader in Fintech but also amplified its value, creating a scalable foundation for future growth and a compelling narrative for potential exit opportunities. By aligning brand and strategy with a future-focused market approach, we drove measurable results and ensured the Company’s continued relevance in a competitive landscape.

Transforming a Healthcare IT Start-up from R&D-Focused to Commercially Driven for Rapid Growth and Exit

Business Challenge:

The start-up, originally driven by founder-led technology innovation, relied solely on word-of-mouth growth and had minimal sales and marketing investment. After securing seed funding from private equity and venture partners, the Company was ready to evolve into a commercially driven organization to compete with established industry giants and pursue larger, more profitable contracts.

Solution and Execution:

In less than two months, we spearheaded a strategic transformation that repositioned the Company from an R&D heritage to a competitive, sales-and-marketing-driven brand. 

Key initiatives included:

• Development and rollout of refreshed messaging, positioning, and value propositions to align with market demands and differentiate from established competitors.

• Creation of a comprehensive go-to-market strategy, supported by new brand assets including a corporate brochure, product datasheets, white papers, case studies, a redesigned website, product demos, and sales presentations.

• Launch of multi-channel, performance-based advertising, direct response, and sales support tools to generate demand and enhance lead acquisition while maintaining cost efficiency.

Results and Impact:

This strategic re-launch produced impressive results within the first year:

• Competitive Positioning: The Company began securing seats in competitive deals alongside billion-dollar leaders in the industry.

• Cost Efficiency: Reduced cost per lead from $3,027 to just $7.

• Revenue Growth: Added $10.9 million to the sales pipeline via inside sales, contributing to significant growth.

• Operational Savings: Achieved $2 million in cost reductions by streamlining processes and leveraging targeted marketing tactics.

Following the re-launch, the Company’s rapid momentum attracted new investors, resulting in an accelerated sale of the business—two years earlier than anticipated—delivering a profitable exit for the founders and initial investors. This transformation underscores our expertise in building brand-driven strategies that generate measurable outcomes and position companies for successful growth and exit.

Business Challenge:

With the rapid growth of eCommerce, traditional brick-and-mortar companies were struggling to reposition as omni-channel retailers to maintain their market share. Time-to-market was essential, and qualified talent, especially for technology implementations, was in short supply. Recognizing a prime opportunity, a 10-year-old systems integrator aimed to evolve into a full-service agency offering complete eCommerce solutions—from strategy and creative services to technology execution. To succeed, the Company needed to quickly hire strategic, marketing, and creative experts, establish credibility for its new model, and rapidly build a customer base to solidify its competitive advantage.

Solution and Execution:

We led the development of a comprehensive rebranding and go-to-market strategy to position the Company as a unique, full-service consultancy for digital transformation. 

Key actions included:

• Developing a compelling new value proposition focused on “building eRelationships,” which differentiated the Company’s expertise in crafting end-to-end eCommerce experiences.

• Launching an integrated, multi-channel branding and demand generation campaign that communicated the new positioning across various channels. Campaign elements included  advertising, case studies, media and analyst tours, dimensional direct mail, multi-city educational seminars, corporate brochure, service datasheets, digital media, HTML mailers, targeted  bid marketing, and custom  sales support tools.

Results and Impact:

The strategic transformation and campaign drove significant brand recognition and business growth:

• Revenue Growth: Sales surged from $32 million to over $52 million within 12 months.

• Market Validation: Rapid market traction enabled the Company to validate its new business model and secure its position as a leading eCommerce consultancy.

• IPO Readiness: The Company’s strong financial performance and brand positioning facilitated preparations for an initial public offering (IPO).

This success highlights our ability to lead brand transformation, design go-to-market strategies, and drive substantial revenue growth, showcasing our expertise in positioning companies for competitive advantage in dynamic markets.