General Dynamics Advanced Information Systems Challenge General Dynamics, an established defense and federal contractor with more than 50 years of success selling to the government, launched a division called Advanced Information Systems. The division's products and services were a vast departure from General Dynamics' legacies. GDAIS was comprised of five business units that faced unity and cross-selling challenges. The goal was to join these units under one brand umbrella, while adhering to guidelines of the GD corporate logo and tagline. Approach To define GDAIS's unique character, develop selling propositions and gain employee support, Thomas Wright conducted interviews within each business unit. By meeting one-on-one with business developers and influencers to gain a clear understanding of their needs and sales challenges, we were able to define vehicles and selling propositions, and prioritize marketing communications needs. SWOT and competitive analyses were developed as well. Strategy Building on the strength and longevity of General Dynamics, Thomas Wright proposed positioning Advanced Information Systems as a smart, agile new company. By bringing business units under one umbrella, we were able to communicate with one message and one voice to various targets-DoD, Homeland Security and the Intelligence communities. We developed a distinct look and messaging that defined "Strength on Your Side." To obtain optimal buy-in, we first sold the story to staff within the business units. Marketing imagery and messages all communicate strength provided to the customer. One of the core messages developed-Dynamics for Change-served as a springboard to address transformational issues that were high priority within target markets. Tactical Solutions Thomas Wright created an image campaign that clearly defined GDAIS. This effort included: •   Image and product-specific ad campaigns •   A branding guide that included messaging and visuals for use in various media, including tradeshows, presentations and proposals •   A capabilities brochure •   An employee magazine •   A recruitment brochure Results GDAIS experienced increased brand awareness among target markets. Website visits increased during the awareness campaign. The firm also found that core messages were embraced and used by business developers. Advertising and marketing materials were instrumental in unifying business units under one voice.