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Driving Alignment for Tektronix Product Repositioning |
Facilitated Visual Collaboration
Sessions Simplify Corporate Positioning |
Through its visual methodology
XPLANE helped
Tektronix achieve an umbrella positioning for the company and for each of its strategic market segments.
Challenge: Tektronix had recently acquired a significant
communication business, forcing the company to be reorganized around
two platforms - the instruments business and the communication
business. During this process Tektronix
did not want to devolve the Tektronix brand, story and overall
position. It realized a need to simplify the overarching positioning
and articulate its position within its market segments. To start,
Tektronix decided to create
segment-specific marketing campaigns, and brought in XPLANE to turn one
of those campaigns into a visual market segment map. That project's
success brought a fast realization of a larger need to turn all of the
segment campaign positioning
into compelling visuals. However, before this could be achieved,
internal agreement around corporate positioning had to be reached.
Action: XPLANE facilitated a series of strategic consulting
sessions with Tektronix to better understand the key elements of the
industry-specific messages Tektronix wanted to tell. Each session built
on the progress achieved in
the previous consultation, and helped to create momentum around
redefining the corporate positioning at a strategic level and aligning
key internal parties on the new visual approach.
Once the new corporate-wide positioning was agreed upon, XPLANE
focused on getting each of Tektronix' segments distilled down to a
single concept in order to clearly communicate the value propositions
in a visual map. XPLANE and Tektronix
developed six visual maps for each of the key market segments as a way
to accelerate, clarify, distill and simplify the messaging and take a
more relevant position in the industry.
Click here to view XPLANATiON: Faster Digital Pathways
Click here to view XPLANATiON: Pervasive Electronics
Click here to view XPLANATiON: Wireless Everywhere
Results: What started as a request for one XPLANE deliverable
turned into an ongoing consultative relationship between the two
companies. Tektronix elevated its corporate story to a more compelling
and relevant narrative, ensuring
better dialogue with customers and more interest and understanding with
the media and industry analyst audiences.
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