Mitek Systems

Case Studies

Mitek Systems

Objective:
Restructure the brand portfolio architecture, revitalize the master brand and relaunch the company to current customers and launch the company into a new customer segment


The Situation:

As a small public company (NASDAQ: MITK), the client’s brand was dated and their product portfolio had grown too complex without any connection to the parent brand. They were in the process of updating their core technology and needed to re-introduce themselves to their existing customers at the same time introduce an exciting new product that would be relevant to current customers as well as an entirely new segment of customers

What BLM Did:

  • Conducted one-on-one interviews with key customers across all channels to identify key growth opportunities
  • Conducted a detailed customer survey to understand customer attitudes toward the company, its products/services and key competitors
  • With research insights, led senior management through a brand positioning strategy session to finalize brand and portfolio positioning strategy and validated direction with clients
  • Developed a highly differentiated corporate brand positioning strategy and simplified brand portfolio architecture to optimize marketing spending on parent brand and key sub-brands
  • Developed a re-launch marketing strategy targeted to existing and brand new product categories, as well as prioritized action plans
  • Acted as outsourced CMO and led multiple agencies to develop new brand identity, logo and development of all customer facing materials, ensuring consistent communication of the optimal brand message

The Result:

Successfully relaunched the brand in all channels in less than 90-days, drove conversion to the new technology platform in over 80% of customers within the first year, stabilized revenues in a declining category and successfully launched the brand in a new segment, winning USA Today’s Top 10 Technology Company award

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