Branding the invisible.
PlumChoice provided remote technical support services to individuals and small companies for a wide variety of products, including PCs, Macintosh computers, smart phones, notebooks, MP3 players, network devices, printers and digital cameras. The company had transformed its business model so that the majority of its revenues were being generated as a white label provider of technical support for OEMs, telcos, cable and retail companies. The company had made the decision to commit fully to the new business model, but had yet to decide on the long-term plans for its original direct-to-consumer business. PlumChoice needed to develop its new brand, including brand messaging and design, and roll out that brand with a new website.
- Develop a clear and compelling corporate brand for PlumChoice
- Decide how to incorporate the B2C business into the brand
- Develop the new PlumChoice website
- Position the company as leaders in the newly defined “Technology Care” category
- Position PlumChoice as the company that’s changing how technology support is delivered
- Allow the B2C business to continue independent of the new B2B brand
The story behind the work
Plum Choice was providing a service unlike any other in the industry—a platform of technology-enabled services for business that create loyal customers and generate revenue for its customers.
- Create and claim the category Technology Care
- Describe the service PlumChoice offers
- “Technology” defines the business category
- “Care” suggests the human element that differentiates PlumChoice