Today, manufacturers must design and build while adhering to strict standards. This demands careful data management across multiple sources and requires specialized IT systems to manage processes and concurrent engineering. This growing automation market includes product data management [PDM], as well as other anagram-heavy categories like: supply chain management [SCM], collaborative product development [CPD] and product lifecycle management [PLM]. The result is a confusing marketplace, with competitors offering an array of solutions addressing similar manufacturing challenges.

Eigner+Partner challenged MicroArts to help them position and differentiate themselves within this growing yet complicated market.

Our opportunity was to build a global brand for EP that was equally effective for both North America and Europe all within 45 days. In Europe, EP's reputation with market-driving engineers was strong, but in America, their message needed to target a higher-level decision making audience.

• Launch a strong European brand into the US market, establishing EP as a thoughtleader and global player in the PLM market
• Distinguish EP from Internet start-ups and differentiate them from major ERP and CAD engineering software providers moving into the space
• Amplify the message that EP has a time-proven solution, not unproven Web-based vaporware

Using our proven brand-development methodology, MicroArts first conducted a full-scale assessment of the EP brand, including a thorough competitive analysis, interviews and workshops with EP customers, employees, sales personnel and top executives.With this data, we were able to develop a customer focused brand-positioning and to-market strategy.

Working with EP's team, we created a strategic messaging platform for their business, essentially defining what the brand and business was about. This included a mission and positioning statement, core promise, product benefits and primary sales presentation.

Previously known as EIGNER+PARTNER and called "EP" in Europe, the company recognized neither name would work well in North America and sought to develop a new, global identity. Our team, however, realized the best approach was to preserve the existing brand's heritage and hardearned reputation by simply shortening the name to "Eigner." This capitalized on both the distinct German heritage—much like BMW or SAP—and reputation of founder and author Mr. Martin Eigner, considered the "father of PDM" in Europe.

We positioned Eigner as the owner of a meticulous and desirable type of PLM: Precision Product Lifecycle Management, stressing an exactness and functionality customers could only get from Eigner.

After we completed the research, brand development, strategic messaging and identity system, Eigner is poised to affirm its leadership position and a new global presence.With well-executed branding, Eigner should become synonymous with German precision PLM, much in the same way Bausch & Lomb is synonymous with quality lenses, Siemens stands for electrical engineering and Heinz means ketchup.

The first critical step in presenting the new brand was an impactful PowerPoint sales presentation designed to address high-level executives in North America. We provided the rationale, slides, notes and dialog to create positive buzz for Eigner— and ultimately land new customers.

Our work for Eigner represents an ideal blend of skills, from strategic advice to marketing insight to creative execution. In the end, we gave the CEO of Eigner the means to redefine the company globally through a compelling brand that has excited the company.

The next step is for Eigner and MicroArts to continue to work together to create a digitally integrated marketing campaign that drives new business.