Verance

We helped a tech innovator continue to protect the entertainment industry.

Challenge

For over 20 years, Verance has been developing technologies to protect, measure, and enhance premium content for the entertainment industry. Its flagship product, Cinavia®, became a global standard for protecting filmed entertainment content on physical media.  However, Blu-ray and DVD ownership began to decline, and the protection of premium content on physical media was no longer enough for the company to survive.

In order to support its legacy Cinavia product while pursuing growth in new technology solutions, Verance needed to migrate to a portfolio of offerings and clarify its brand position.

Insight

Verance’s technologies were getting lost in tech-speak, making it hard for audiences to find and understand its offerings. Rather than explaining highly technical features, Verance needed to communicate high-value benefits that non-technical executives could grasp and celebrate.

Verance needed to delineate itself from its products.  By elevating the positioning of the company to industry thought leader, most communications could then focus on high-level client opportunities – migrating complex technical language down into the portfolio.

Solution

We recommended building an ingredient brand, like Dolby Digital or Gore-Tex.  We developed a strategy centered on this concept, with new messaging directions and communications materials to address key market segments.

We also created a comprehensive visual system and logo to infuse the brand with a look and feel that aligned with the new brand position. Brand guidelines ensured the organization’s consistent application of the brand system.

Outcome

Armed with updated verbal and visual brand systems, Verance activated new marketing efforts ranging from a new website and animated videos to corporate presentations and a trade show booth.  With its new master brand, Verance has the flexibility to extend its capabilities beyond its core industry.