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BOSTON, MA — On October 13, Catapult Thinking client Comdata Corporation launched a new brand strategy to position Comdata as the world's premier payment innovator. Comdata began in 1969 as a funds transfer company for interstate truckers; in the decades following, the business grew through acquisition and organic growth into a highly diversified transportation service solutions provider. By 2005, with five distinct lines of business and a new integrated financial services mission, Comdata had outgrown everything about their initial venture except for their name.
Comdata's new positioning strategy and visual identity system are based on in-depth research and strategy work conducted by Catapult Thinking from 2005 through 2006. These investigations into Comdata's business methodology and staff made it possible to align the business and communications strategies of Comdata's five core business units.
The company's new master brand strategy consolidates those distinct business units under a single brand mark and anchors it around a new vision statement: "Payment Innovation." The revamped brand architecture reflects a structure and nomenclature system to rationalize Comdata's range of services and solutions to diverse industry segments including transportation, retail, government services, aviation, construction, service, and restaurant and hospitality industries. Comdata's new brand platform now anchors the visual design, architecture and messaging of Comdata.com, the new corporate Web site developed by Catapult Thinking, in conjunction with Shift Global of Columbus, Ohio.
"We are very excited about our new brand identity because it better reflects the global presence we have achieved," said Gary Krow, President of Comdata. "We're happy to finally unite all our business units under one master brand to better serve our customers."
"Comdata's repositioning is a compelling case study about organizational transformation," said Mike Mooney, Catapult Thinking partner and strategy lead on the project. "It demonstrates how our research-led strategy and strategy-led design processes can combine to manage change and clearly communicate a company's new story to multiple audiences."
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© 2006 Catapult Thinking LLC |
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