MEMNON: rebranding

Brief

After being acquired and before merging with a sister-brand, archive specialist Memnon decided that it needed to address its market position in the media archive industry
There was ill-feeling towards the brand for historial reasons, something that the new ceo wanted to address
Memnon wasn't seen as a brand who could be leant on for industry analysis or interesting commentary
And its quality of work wasn't well known by the industry, as it was seen as a 'factory' for media archive

I developed a market positioning process where we interviewed internal stakeholders within the business, and canvassed journalists and customers about their experience of Memnon
I then held a market positioning session where I presented findings and made recommendations to the team
It was then time to develop the new brand positioning documentation which I presented in a company-wide townhall
We put in place an ongoing social media and media relations programme to ensure the new positioning was communicated in the right way externally
I became counsel to the company's ceo, providing ongoing advice and insight for all of the company's external communications

We refined Memnon's communications and created a consistent brand identity and thought leadership presence.
In the frist 6 months of the PR efforts we put in place after the new positioning, we delivered:
- - More than 90 pieces of coverage in key industry trade publications
  - Over 20 media interviews, including at major industry trade shows
  - Secured more than 10 editorial opportunities for Memnon’s spokespeople,
Successfully built a following for Memnon on LinkedIn, boosting its online presence and generating impactful results.
- - Secured more than 1.9K new B2B followers
  - Generated more than 115K impressions

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