Thinc
Positioning: Advice + Action
The Thinc brand is the result of the merger between three project management companies. The requirement was to reposition and clarify the new organisation’s offering to the market – over and above traditional project management. Quickly establishing a clear point of difference for the organisation would enable the brand to maintain and grow existing clients and attract new clients in new markets. There were many serious issues to address including naming, internal culture, existing client relationships and market perceptions.
An internal and external communication strategy was developed and implemented to decrease the risks of launching a new brand. A strong client communication strategy ensured no loss of business or confusion. Staff research was also key to ensure culture fit and address any resistance to change.
The launch of the new brand transformed into a business development activity and directly resulted in the conversion of a series of large-scale new projects and clients. The market believed and is receptive to the new business offering. Staff have embraced the new brand and the new positioning has allowed Thinc to attract a new generation of staff.
Thinc has grown from a $17m to a $50m business. It now has established offices throughout Australia, in the UK, Abu Dhabi and Libya.
