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New Capablities


Blackbaud


Blackbaud


Tugboat was brought into to develop a new  product name for a particular Blackbaud segment and to help lend  direction on how to position this offering within the appropriate  context of the their brand portfolio. After careful analysis, we  offered up several candidates with the winner being Altru, Blackbaud's  latest offering specifically intended to address the needs of arts and  cultural institutions.

Transient

Serving the nonprofit and  education sectors for 30 years, Blackbaud  (NASDAQ: BLKB) combines  technology and expertise to help organizations  achieve their missions.  Blackbaud works with more than 25,000 customers  in over 60 countries  that support higher education, healthcare, human  services, arts and  culture, faith, the environment, independent K-12  education, animal  welfare, and other charitable causes.

Services rendered:

Name analysis, development, market insights and product portfolio alignment

 

Emerson


Emerson


Emerson

Tugboat executive team member Sheryl was heavily involved in the  revitalization of Emerson Electric during the early 2000s. She worked  extensively with their executive leadership and CMO Katherine Button  Bell to help further position Emerson as a global leader. To view this  case study, please click here.  This was extensive effort to reorganize 60 divisions under a single brand architecture.

Transient

Tugboat executive team member Sheryl was heavily involved in the  revitalization of Emerson Electric during the early 2000s. She worked  extensively with their executive leadership and CMO Katherine Button  Bell to help further position Emerson as a global leader. To view this  case study, please click here.  This was extensive effort to reorganize 60 divisions under a single brand architecture.

Emerson (NYSE: EMR) is a diversified global manufacturing and  technology  company. We offer a wide range of products and services in  the  industrial, commercial, and consumer markets through its network  power,   process management, industrial automation, climate technologies,  and tools and storage businesses. Recognized widely for our  engineering  capabilities and management excellence, Emerson has  approximately  127,700 employees and 240 manufacturing locations  worldwide.

Services rendered: portfolio alignment as Tugboat

 

 

Harris


Harris


Transient

Tugboat has been working in a  variety of capacities with Harris Corporation. Initially, the firm was  brought in to assist the microwave division to help develop a new  product offering called Truepoint. Throughout the course of our  relationship with Harris, our firm provided a broad range of  services.

Services rendered:

Name development, design, identity, market plan development, messaging, video, web, print

 

Harris Stratex


Harris Stratex


Tugboat was brought in post acquisition, after Stratex was acquired by Harris, prior to Harris Stratex being spun off as Aviat. We  worked with Harris and Stratex to develop a new brand identity, tagline  and marketing campaign. 

Services Rendered

Brand Integration, Corporate Identity, Tagline, Marketing Campaign, Positioning & Messaging

Harris Broadcast


Harris Broadcast


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The identity is designed to communicate the dynamic nature of media technology delivery – regardless of the screen, product or service. The abstract square represents all different types of screens and devices that deliver a content moment, the ‘C’ brackets symbolize convergence, communications and connectivity, and the interior space represents how Harris Broadcast is the only company capable of connecting the entire experience together.

The company, which was sold to the Gores Group, is one of the most widely recognized brands in the broadcast industry. Working with the executive team, Tugboat quickly honed in on a set of brand values and characteristics to help create a new identity that built on the company's existing core competencies while being able to capture the dynamic aspiration for the new brand.  

About Harris Broadcast

Harris Broadcast is an industry leader in delivering the most advanced, content-rich media experiences available for a wide spectrum of radio, television and private media networks around the globe. With more than 25 leading brands including Versio™, Selenio™ and Maxiva™, the company enables media organizations to tap into one of the broadest, integrated product and solution portfolios in the industry. Headquartered in Denver, Colorado, the company is widely recognized for its product quality and reliability, engineering excellence and customer service, and has earned nearly 100 technological firsts and more than 50 awards for technical innovation. For more information, please visit harrisbroadcast.com. 


Symmetricom


Symmetricom


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Tugboat performs as an internal strategic partner, not as a vendor. As a result, the firm’s recommendations in working with us are rock solid.
— Manish Gupta, VP of Marketing

The World's Timekeeper 

Symmetricom® is the world’s leading source of highly precise timekeeping technologies, instruments and solutions. We provide timekeeping in GPS satellites, national time references, and national power grids as well as in critical military and civilian networks, including those that enable next generation data, voice, mobile and video networks and services.

 

Services Rendered

Over the course of several months, Tugboat worked closely with Symmetricom to develop a market plan and a strategic course-of-action to optimize the Symmetricom brand as an industry leader and ingredient provider among customers, stakeholders and service providers. 

Wonderlic


Wonderlic


Services rendered:

Brand analysis, positioning, portfolio alignment, corporate identity, message development and tagline

About Wonderlic

Wonderlic, Inc. is a privately held company headquartered in Vernon Hills, Illinois and a founding member of the Association of Test Publishers. The company provides businesses and schools with a comprehensive library of highly regarded assessments and surveys for each phase of the hiring and student selection process. In its 75 year history, Wonderlic has delivered over 300 million assessments and surveys for more than 60,000 organizations, government agencies and accrediting bodies. For more information, please visit www.wonderlic.com.

 

 

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