Evolving the Brand after Merger
Allconnect was founded in 1998 in Atlanta, Georgia, with the goal of creating a simple marketplace for people to shop for multiple services, from multiple providers, all in one place. Allconnect also partners with utility companies across the country to help customers who are starting or transferring their electric service connect with all the other home services they need when they move. Twenty years later, Allconnect has helped more than 33 million people across the country set up home services.
Allconnect helps consumers make wise, cost-effective decisions by explaining the options, service plans and service providers available across a broad array of home services. While Allconnect had achieved success with a strong B2B market position through strategic partnerships with utilities and cable companies, there was an opportunity for Allconnect to enable a direct-to-consumer strategy through a merger with WhiteFence.
The complexity of the merged brand portfolio created challenges in clearly communicating the capabilities and solutions offered by both Allconnect and WhiteFence. As a result, Allconnect had identified the need to conduct an objective and comprehensive evaluation of potential brand architecture models for consideration.
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“Having worked with many agencies and creative executives over the past ten years, I rank Karen Kreamer in the upper 1% who can quickly distill business strategy into brand strategy, brand positioning and brand identity, creating positive brand equity. This ability stems from her passion to keep the CUSTOMER experience front and center. Brands leap closer to the holy grail of Brand Loyalty under her guidance.”
— Scott Klinger, EVP, Marketing and eCommerce
A Really Smart Move
Allconnect hired K2 Brand to develop the most effective brand architecture strategy that supports the merged company’s business objectives over the long term. Both companies were well-regarded, but together, they made possible a single company that could provide a broad spectrum of home services to homeowners, renters and with utility partners.
K2 Brand examined brand architecture and verbal branding solutions that would make it simpler for customers and prospects to understand the the full range of capabilities. Interviews with both WhiteFence and Allconnect employees informed the work, including a new brand vision to support the evolved brand architecture.
With the brand line A Really Smart Move, K2 Brand helped Allconnect to be recognized as experts in customer experience, connecting consumers with home services as they move through life events.