Netcracker


Digital Transformation at the Speed of Change

Transforming Netcracker both internally and externally to help position them for the future.

Netcracker needed a new brand and a new marketing strategy. The telecom industry that this 6,000-employee global company serviced was virtualizing, cloudifying, and moving fast, so Netcracker wanted to make sure that it was a big part of the big conversations that customers were having around these changes. And it needed to move as fast as the industry was moving. Netcracker leadership approached Maark with an aggressive timeline of less than five months for its digital transformation. And, from brand to back-end, we helped a new Netcracker emerge.

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Sparking the strategy

Before we could help them transform, we needed to learn what we were transforming—how Netcracker viewed itself and how it was viewed by the industry. We held dozens of interviews—executives, employees, customers, analysts—to learn everything about Netcracker’s current position in the industry.

Proposing the position

We discovered that Netcracker had a legacy of aggressively getting things done, but was not a widely recognized brand within the business and marketing functions of their customers. Meanwhile, the industry itself was suffering from a lack of direction from all the upheaval. We proposed a message that was simple, but meaningful, that played both to Netcracker’s strengths and customer needs, one that shifted the conversation away from technology to one of strategy: Focused Forward.

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Maark is the only agency that I know of that could accomplish what we were asking them to do. They bring extremely capable, hard-working and passionate people
 from across the marketing and technology spectrum to deliver end-to-end marketing transformation in less time than it takes most companies to develop their requirements.

—Cassidy Shield, VP of Marketing

Building the brand

We created a brand with the Focused Forward concept at its core, one that was built to communicate forward motion and Netcracker's unique story to the market. We designed a new identity and a visual system and wrapped it into a brand guideline that included all of the elements needed to tell the Netcracker story consistently across physical and digital media.

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Developing the digital platforms

Once we had the brand, we focused on the most prominent application of it: Netcracker’s new corporate website. We redesigned and developed it from scratch, including CMS and IT integration, to institute new platforms for a digital marketing.

  • CRM Integration
  • CMS Integration
  • HR Integration
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Crafting the collateral

Once that brand guideline was in place, we created collateral based on it, including brochures, whitepapers, one-sheets, videos, presentations, advertisements, and the corporate website itself.

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Launching the new Netcracker

We debuted the new Netcracker brand in two stages. First, at Mobile World Congress in Barcelona, the largest mobile industry event on the planet. We created a custom, two-story booth that showcased the new brand from the bones up and then launched the website in tandem. The second stage was in Nice at the TM Forum, where we staged an advertising takeover to ensure that Netcracker’s new look, new message, and new resolve received the attention it deserved.

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Services Provided

Strategy and Positioning

  • Executive Interviews
  • Customer Interviews
  • Analyst Interviews
  • Key Stakeholder Workshop
  • Audience Segmentation
  • Persona Briefs
  • Positioning Brief

Messaging

  • Messaging Framework
  • Corporate Vision
  • Corporate Narrative
  • Corporate Tagline
  • Solution Messaging

Branding

  • Identity Design
  • Brand Guidelines & Templates
  • Brand Artwork & Illustration
  • Brand Collateral

Creative Execution

  • Corporate Website Redesign
  • Corporate Thought Leadership

Platform Design

  • 25 Thought Leadership Videos
  • Event Design
  • Multimedia Displays
  • Corporate Overview Video
  • Corporate Gift Design

If you need your agency to move faster than ‘eventually’, talk to us. Let’s discuss
 how we can help you crush obstacles and deliver important changes quickly.