Content business platform Brightspot had outgrown its parent brand Perfect Sense, causing market confusion. We revisited positioning, solidifying future strategy and brand narrative under a new Brightspot brand that amplified its trusted expertize in the CMS space.
Hotwire worked in tandem with key decision makers to sunset the old brand and create a consistent, clear and differentiated narrative to move the business forward. We devised an integrated comms strategy for key business, marketing, IT and developer-focused publications.
The rebrand was supported with a content hub, media relations and external marketing program. Internal and corporate communications channels were used together with content on Brightspot’s own thought leadership platforms to establish a clear POV in the market.
We secured 19 pieces of coverage ranging from the brand launch to spotlighting thought leadership, helping Brightspot win the Digiday Technology Award for Best CMS. 47 pieces of content have been published so far and 11 new gated pieces have triggered over 1,500 downloads.
Increase in total website visits post launch
Increase in organic search traffic over a span of 3 months (post-launch)
Pieces of earned press coverage within first three months of rebrand
Pieces of content drafted and supported for Brightspot’s content hub
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