BACKGROUND / CHALLENGE:
Since 1986, SkyBitz has been a leader in the real-time tracking, monitoring and dispatching of mobile assets that are critical to America’s supply chain and is now considered a technology leader in the burgeoning field of commercial telematic solutions. Pioneering the role of information management in the IoT space, the company is moving into an expanded array of benefits beyond just asset tracking to now include the powerful operational benefits of real-time decision-making tools for companies with unpowered assets such as tractor-trailers, intermodal containers, chassis, rail cars, power generators and heavy equipment.
To facilitate a rebranding of the company, SkyBitz approached WANT to create a stronger brand strategy and messaging to help underscore its purpose, clarify its competitive differentiation, unify the company, and enable greater cross-selling opportunities.
After conducting an in-depth analysis of the twelve biggest competitors across the three divisions of SkyBitz (Trailer Tracking, Tank Monitoring, and Petroleum Dispatch and Delivery), WANT began an extensive interview process with over 20 key stakeholders, decision makers and analysts. Upon completing the discovery phase of work, we explored multiple themes that could serve as a foundation for a revised positioning, ultimately deciding that, in this sector, net margins and profitability are a much higher level benefit beyond just efficiency, which virtually all of the competitors were claiming. That, in turn, led us to the final positioning: Right To The Bottom Line, emphasizing the net margin improvement resulting from better decision making and asset deployment.
As a final part of our work, we then extended the positioning to a multiple stakeholder messaging grid that delivered specific/actionable copy for websites, sales collateral and internal communications – creating a blueprint for content directed to customers, prospects, and most importantly to employees across the three divisions.
SkyBitz launched a new website and marketing collateral in late 2019, 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 2020. SkyBitz continues to be regarded as a commercial telematics solution, operating throughout all 50 states and in Canada.