Through internal and customer research, we identified the central role that dispatch systems played in shaping brand impressions among public safety decision makers.
Tiburon’s unique distributed system architecture made their solutions the industry’s most disaster-tolerant, delivering 99.999% uptime and allowing core functions to run even on a single laptop. Using this core differentiator, we positioned the brand around the idea of reliability, and expressed it in the line “Count on Tiburon.”
Using this Shared Purpose as a platform, we developed a new visual vocabulary that focused Tiburon’s relevance around moments of truth in public safety—a critical factor in an industry that buys based on worst-case scenarios. We implemented the brand’s new promise and identity in a new web presence, collateral system, business development tools and print and digital marketing campaigns.
We also helped Tiburon position, name and market an advanced new technology suite, worked with the firm to fold a new acquisition into its brand, and helped the company promote the new lines of business to new segments of the market.
Finally, we brought the new brand to life at the Tiburon User Group conference, an immersive 3-day event that re-introduced hundreds of clients to the new Tiburon and that re-energized its employees around the core promise of relentless performance and service, no matter what.