BACKGROUND / CHALLENGE:
Founded in 2002, SkyBitz is a leader in commercial telematics solutions; a remote asset tracking and information management service provider in the IoT space, specializing in real-time decision-making tools for companies with unpowered assets such as tractor-trailers, intermodal containers, chassis, rail cars, power generators and heavy equipment.
SkyBitz approached WANT in 2019 to seek help to create a new forward-looking brand definition & messaging to help clarify its purpose/difference, unify the company, enable greater cross-selling opportunities and reshape its siloed corporate structure.
After conducting an in-depth analysis of SkyBitz’s 12 biggest competitors (3 competitors for each of SkyBitz’s 4 business units), we began an extensive interview process with over 20 key stakeholders, decision makers and analysts. Upon completing our discovery phase of work, we explored multiple themes that could serve as a foundation for a positioning, ultimately deciding that, in this industry, net margins and profitability are particularly important. That, in turn, led us to the final positioning: Right To The Bottom Line.
As a final part of our work, we then took the positioning ‘Right To The Bottom Line’ and creating a messaging grid that broke out what, exactly, that meant to each audience, be it employees, customers, or prospects, and how it applied to each area of the business.
SkyBitz launched a new website and marketing collateral in early 2020, using the foundation of the positioning as its main headline and incorporating aspects of the messaging grid throughout its website and marketing materials. In 2020, SkyBitz approached WANT Branding to create a name for a new advanced GPS tracking solution for trailers. The new name SkyBitz Kinnect was launched in 2021. SkyBitz continues to be regarded as a commercial telematics solution, operating throughout all 50 states and in Canada.