WBB Consulting Challenge WBB Consulting (Whitney, Bradley & Brown) was established in 1985 to provide consulting services to the naval aviation industry. WBB's leaders expanded the company by leveraging experience gained in naval aviation to target all branches of service and the federal sector. With a goal of capturing greater market share, leadership looked to Thomas Wright Partners to develop an effective marketing communications program that would position WBB favorably and work in tandem with business development to facilitate and maximize opportunities. Approach Thomas Wright worked with company leaders to develop a phased approach to re-brand WBB. This approach started with the development of a comprehensive strategic marketing communications plan to establish measurable objectives (metrics), strategies and tactics. Plan development included interactive sessions with groups of consultants to build consensus and to arrive at unique internal characteristics for brand development. Surveys were conducted to establish brand awareness and satisfaction levels and communications objectives. Research was conducted, along with a detailed SWOT analysis to include competitive analysis and other external factors. Selling propositions and brand position were also determined. Strategy The new company identity and positioning theme were then developed using the plan as a guide. Stakeholder buy-in and input were obtained through a series of interactive presentations and session with consultants and company leaders. The new brand retained key legacy WBB strengths while accentuating key discriminators. The original logo and name were somewhat confusing and did not position WBB effectively. The name Whitney, Bradley & Brown, along with company tagline-helping our clients make better decisions-offered no positioning and did not communicate anything about the company. Thomas Wright recommended branding the company using the name WBB Consulting, with a new tagline- "Solutions and support for a changing world." Over time, customers had shortened the company name to WBB. Adding the word consulting created immediacy while capitalizing on existing brand awareness in legacy markets. Core messages were developed from key discriminators and creative development flowed from the new brand identity. Business development and communications strategies were aligned to achieve sales objectives. Communications materials were developed to target all markets and individual tactical approaches and communications were developed to further target service sectors and federal markets. Tactical Solutions •   Brand identity and positioning theme •   Customizable sales kit for target markets. Materials include product inserts, capabilities brochure, service area-specific rack brochures, consultant biographies and presentations •   Individual product brochures •   Image ads for newer target markets (Army, DHS) •   Website design that works in tandem with print •   Service specific trade show exhibits and support •   Recruitment brochure and package •   Internal communications plan •   Annual end of year report to employees, customers, partners •   Business development consultation and support Results WBB Consulting is having the best year on record, increasing sales by more than 35%. The corporation continues to expand into new markets while increasing sales in existing markets. WBB continues to add experienced consultants while opening offices in areas of greater opportunity. New sales materials have been well received. Follow-up surveys are scheduled, sales are being tracked and Thomas Wright continues to consult with business developers to measure success.