Project Description

Internet Search - Digital Marketing

Marketing Strategy Case

An early internet search company was facing challenging market conditions and aggressive competitors.

The technology-driven company could no longer compete on ‘being first,’ and needed to rethink its approach to business, including a customer-driven approach to growth and innovation.

Customer experience and positioning work was conducted to obtain end-user insights in formulating and launching a new growth strategy, brand positioning, and corporate identity.


  • Revenue model inconsistent with end user requirements
  • Declining market share, with category leader capturing significant share gains globally


  • Customer needs assessment to gain a deep understanding of target segment requirements across key markets (U.S. and Europe)
  • Competitive assessment to understand current positionings and strategic intent
  • Focused ideation to identify high-potential positioning opportunities
  • Qualitative research in the U.S. and Europe to test potential positioning areas
  • Creative brief, detailing communication objectives, strategies, plans


  • Revised global positioning and value proposition to address customer requirements
  • Redesigned identity, including website, logo and messaging strategy

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