Current Business Technologies, Dallas, TX

www.currentbusiness.com
Current Business Technologies (CBT) was established in 1991 as a toner cartridge remanufacturing company.  The family-owned firm generates approximately $4 million in revenues with a goal of becoming a $30 MM firm over the next 5 years.

CBT is also a member of Hewlett-Packard’s SVIP Elite Program and provides best-in-class document management solutions including hardware, software and maintenance services.  With corporate offices in Dallas, the firm serves customers throughout Texas and Louisiana, but plans to expand into other Southwestern markets.  

SITUATION:  CBT’s brand identity was stale, its website dated and static, and the firm’s overall brand awareness was limited to the toner cartridge replacement business. CBT’s website also failed to reflect the myriad of technology solutions the firm could offer to new and current clients. 

OBJECTIVES OF NEW BRANDING:

• CBT wanted to change its image from “the toner guys” to document management specialists
  
  
• CBT wanted an updated look to its logo, as well as new tagline/positioning (e.g. the old CBT logo used a football shape with the phrase “Est. in 1991” as the only brand message)
  
  
• CBT needed a new website integrating new HP equipment, credentials and the value-added services of the firm in providing these document solutions
  
  
• CBT needed new point-of-sale materials reflecting the new brand

 CHALLENGES:

• A limited budget and tight timeline
  
  
• The timeline:  less than 120 days to roll out: new corporate logo, new tagline, new website, new sales materials, new corporate stationery package, new corporate equipment packaging, and brand standards recommended by Marek & Company to ensure brand integrity for all future media use

MAREK’S BRAND PROCESS:

• During the discovery stage of the work, we listened extensively to the client.
  
  
• We learned about the firm’s 5-year business plan, new HP products, sales goals and competitive landscape.
  
  
• We reviewed the current corporate image and interviewed key customers and employees to determine the best way to present CBT’s brand going forward.
  
  
• We also developed a “short list” of key differentiators that would influence the brand identity, messaging and web content.

SOLUTIONS & RESULTS:

• Despite a very tight budget, we created a dynamic new look for CBT’s old brand, including web design and content that dramatically aided the sales reps in talking to their prospects and customers.
  
  
• CBT’s chief operating officer said that one new $500,000 account was signed because the prospect had visited CBT’s new website.
  
  
• Another key executive said that feedback from their customers was very positive and “they got the message – that CBT could provide document solutions, not just toner cartridges” which opened doors for future selling opportunities.
  
  
• Winner - Gold MarCom Award for Corporate Branding Campaign

Hewlett Packard’s marketing team said “Wow! Marek did a great job!”