Situation:

With a new tech platform for buyers in huge, decentralized organizations, Boundless was ready to grow from a network of affiliate sales reps to an enterprise service model. The challenge was to sell the innovative tech not for what it is, but what it does.

Solution:

A stakeholder survey revealed people were confused by the word “Network” in the name. By simplifying to “Boundless” and creating a story about the power of “swag” to connect people with brands, the leadership team had a clear sense of direction and purpose.

Outcomes:

The VP of Sales was excited about the new story and equipped to spread the word about Boundless to enterprise prospects. The new brand identity and voice created immediate equity: Boundless was acquired by Zazzle, the global leader in custom promotions.