Navis

Navis – repositioning the brand for growth strategy execution

Because of its industry-leading position, Navis is synonymous with “terminal operating systems”. Still, the company has broad ambitions for growth and for helping its customers improve productivity. As a part of its growth strategy, Navis partnered with Marketing Clinic to clarify its vision and expand its brand beyond terminal operating systems.

The Outcome

The brand repositioning work was multileveled. First, Navis needed to define its brand strategy. Next, a common vision of the brand’s future role in the market needed to be developed together with clarification of what the master brand stands for and what it promises going forward. Marketing Clinic provided a clear framework, structure and process for the definition of an inspiring vision and a compelling brand promise. The whole process resulted in a new, broader vision for Navis that managed to get both employees and customers excited about
the future.

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Hard work and a disciplined approach ensured an incredibly successful launch of our growth strategy. Everyone was excited and energized, both inside and outside of the company.

Navis growth strategy — strengthening the core business and expanding into new domains

Navis aims to grow by developing its core business and expanding into new market spaces within the maritime supply chain. For this expansion, it needs to build a brand framework that fits both the traditional and new businesses. The existing customer base must understand the purpose and process of the expansion and remain confident that Navis will keep a strong focus on terminal operating systems. At the same time, Navis needs to be relevant to customers of its new solutions.

“To clarify our vision and reposition our brand, we wanted a partner that would understand the whole picture and context of what we are doing at Navis as well as have the Cargotec parent company view. Marketing Clinic was unique because they had already been working with Cargotec. They could run the whole programme, while securing a strong fit between Navis and Cargotec. This holistic view was essential”, says Andy Barrons, Chief Strategy Officer & Senior VP at Navis.

The brand supporting expansion and growth

The brand repositioning work was multileveled. First, Navis needed to define its master brand and brand hierarchy to support the inclusion of new businesses and growth. This work included customer insights as well as co-creative workshops, which helped engage a wider audience in shaping the messages for the Navis growth strategy. Navis also needed to develop a common vision of its future role in the market as well as clarify what its master brand stands for and promises going forward.

“Our goal was to simplify our brand structure and avoid a burst of brand changes. Marketing Clinic provided a process that made us confident in our decisions. We decided to make Navis the master brand across our lines of business. Under this brand, we kept strong product brand names that would be instantly recognizable to our existing customers and to new customer segments. I initially thought that we would have to fight to convince our different stakeholders of the merits of the branding strategy, but this did not happen thanks to the thorough approach we took”, Barrons continues.

An inspiring vision and compelling brand promise

Marketing Clinic provided a clear framework, structure and process for the definition of an inspiring vision and a compelling brand promise. The strategic priorities and cultural mindset needed to support the vision and to deliver on the brand promise were also defined. The working process managed to get both the employees and customers excited about the future and resulted in a new, broader vision for Navis.

“The work with Marketing Clinic prepared us well. We included our customers in such a way that there were really no surprises or adverse reactions. The hard work and disciplined approach of the team ensured an incredibly successful launch of our growth strategy. Everyone was excited and energized, both inside and outside of the company”, Barrons recalls.

The right crew on board

The Navis team is committed to making an impact for their customers in the maritime supply chain. Marketing Clinic’s approach, efficiency and excellent skills were widely praised. A combination of talents facilitated a successful launch of the new growth strategy, which was received positively by all stakeholders.

“I would recommend Marketing Clinic. They are flexible, open-minded and guide you through the decision-making paths while managing the project in a very professional way. Even when working against very tight deadlines, they stayed to the agreed timetable. I must also speak highly of their ability to capture content and then reiterate it back to the client, which confirmed that the input was acknowledged and utilized properly. They also helped to communicate the decisions and output to senior executives. The Marketing Clinic team is a good crew to have on your boat”, Barrons concludes.