ExactTarget is a leading Software as a Service provider whose products and services power interactive marketing programs for some of the largest, highest-profile companies in the world. With ExactTarget organizations are able to deliver engaging, relevant messages across multiple platforms that help increase sales, optimize marketing investments, and strengthen relationships with customers.

When ExactTarget engaged KA+A, their product and customer portfolio was becoming increasingly sophisticated and diverse. As their staff and network of partners continued to grow, they had to grapple with the challenges of delivering a consistent brand experience to multiple audiences. Increased growth and visibility in the marketplace made the need for a coherent, consistent brand strategy even more pressing.

KA+A began by taking stakeholders through the BrandSpring® discovery process. At the conclusion of these in-depth interviews, it was apparent that there was significant disparity regarding how the organization was, and should be, understood in the marketplace. The varied responses generated curiosity and concern among the leadership. They agreed with KA+A’s recommendation to take a deeper, more holistic look at how ExactTarget understood its own brand and what that brand had come to mean among customers, associates, and other stakeholders.

After an extensive audit of ExactTarget’s products and services, KA+A crafted a simplified, extensible brand strategy and brand architecture system, which was applied to every facet of the organization, including marketing and communications, product development, media relations, and human resources.

For the better part of a decade, KA+A has been deeply involved in almost every facet of ExactTarget’s business, including fundamental brand strategy; design and development of 3sixty, a social network for clients and partners; and ongoing product design consulting, including rapid prototyping and interface design.