e2open
The CEO of e2open, a leading supply chain management software provider, engineered two transformative acquisitions to build the world’s most connected, end-to-end supply chain management platform.
Following the supply chain disruptions that resulted from the COVID-19 pandemic, the world’s largest and most iconic brands began to reimagine their supply chains to be more agile and more resilient—with a reduced environmental impact. e2open’s CEO recognized this inflection point as a prime opportunity to leapfrog the competition by offering a one-stop solution with extensive capabilities and timely data backed by continuous innovation. Two major acquisitions jump-started the company’s transformation into a truly end-to-end, technology-powered supply chain platform.
The new brand idea, “Moving as One,” positions supply chains as the lifeblood of commerce; without them, we couldn’t make, move, sell and purchase goods and services all over the world. It underscores the interconnectedness of all supply chain participants and highlights e2open’s role in harmonizing their interactions. With this harmonization, customers can anticipate disruptions and find opportunities to improve efficiency, drive profitability, reduce waste and operate sustainably.
A synchronized internal launch of the new brand, including extensive brand training, generated enthusiasm and buy-in across the company’s 17 global locations. Importantly, the launch of the new brand helped to unite a geographically dispersed workforce brought together by the two major acquisitions.
The new brand was unveiled externally with a high visibility tradeshow activation at the Gartner Supply Chain Symposium/Xpo™, and was rolled out in an omni-channel marketing campaign across the customer journey. The impact exceeded expectations. Unaided brand recall following the campaign launch was more than four times the norm; “learn more intent” was more than twice the average. The campaign’s creative landed in the top 4% of all campaigns measured by System 1, a leading advertising effectiveness research firm. As a result, e2open saw a significant sales spike in the following months.
DeSantis Breindel is open and transparent about their work, which is a boon to our collaboration. They have had a deep respect for their craft and for our product.
