Challenge: Find a unique selling proposition in a crowded marketplace.

In the super-competitive tech distribution business where all distributors sell the same products, Lifeboat needed a way to elevate themselves above the competition to drive higher sales and build more customer loyalty. To find their uniqueness, we did extensive market research which included looking at the competition, industry landscape, and interviewing clients and employees. One thing was clear—the passion Lifeboat’s people had for their company and their customer base was rare in this industry. They didn’t see their job as selling widgets; they were helping companies transform the way they work. By developing a new positioning that reflected this core differentiator, we brought the brand to life with a new voice, identity, and go-to market strategy.