Edisoft
The CEO of a successful Electronic Data Interchange (EDI) provider had a transformative vision for the company: remaking its offerings into a cloud, SaaS-based platform capable of connecting any supply chain system at scale – not just EDI.
Founded in 1995 as an EDI company, Edisoft delivers a business-to-business software solution for supply chain distributors and manufacturers, allowing them to transact orders, shipments, invoices etc. with big box retailers such as Walmart, Amazon, and Loblaws. The company’s [new] CEO wanted to build on this successful foundation to revolutionize how companies achieve “digital operational process transformation” by integrating digital technologies and strategies into core business processes. The goal: to improve efficiency, agility, and customer experience, ultimately driving business growth and innovation.
Following an immersion workshop with Edisoft leaders and in-depth employee interviews, we undertook customer research to understand marketplace expectations for a supply chain partner. We learned that customers viewed supply chain solutions not merely as technology tools but as a vital resource for growing their business. They wanted greater visibility into their complex supply chains not simply to gain an understanding of what was happening but as a means of taking control of their operations.
These insights led to a new brand based on a powerful idea – and promise: Take Back Control. The brand emphasizes that Edisoft offers something more than a technology solution; it offers power – the ability to see the bigger picture, to not sweat the small stuff, to take charge and make their own decisions. “We’ve drawn on decades of operations and technology experience to empower our customers to take back control of their processes and harness the next leap forward in operations technology.”
Based on the new brand positioning, we developed a future-state customer journey map, outlining the steps prospects take as they move from consideration to decision. The journey map includes key touchpoints along the way and the messages required to move the journey forward at each step.
We developed a time-phased go-to-market strategy for launching the new brand, incorporating audience dynamics, prioritized touchpoints/channels, and key milestones.
