Positioning a New Offering for Razorfish |
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| Market Interactive Agency Services |
How does one company stand out when there are so many fish in the sea? Razorfish, a major interactive agency, was launching a new rich Internet applications (RIA) service offering, RIAx. The task? Make sure they were positioned for maximum visibility in a very crowded market. Research and analysis of both Razorfish and the existing competitive landscape revealed that Razorfish had something its competitors didn’t: an incredibly knowledgeable team of experts who | could predict the many different ways their products could be put to work. In developing copy for RIAx collateral, we pushed the team’s expertise to the forefront while highlighting the strong business solutions RIAx provided, developing accompanying diagrams to support the story. RIAx was successfully launched and vs. Goliath was brought back to help position two additional new services. |