Sage Software: Marcom

Marketing Challenge:

Sage, the business management software titan, relished its success selling FAS fixed asset software packages to sizable corporations, but hoped to spur demand for post-sale customization and compatibility adjuncts. Further complicating the mission was the contemporaneous introduction of a new Sage brand identity—a grand departure from previous incarnations in both look and tone.

Strategic Solution:

With Sage as guide, The Borenstein Group conceptualized a true collateral balancing act, semi-transitioning from old to new brand precepts—incorporating subtle elements of the new aesthetic and tone, while preserving positive associations with the old. Borenstein then created two versions of the piece to target accounting and IT staff, respectively. Fresh, inventive content rounded out the initiative, which coalesced into a stylish, compelling case for Sage FAS Professional Services.