The importance of evolving your brand: A Mercury case study
Stephanie Georges, CMO
March 15, 2023
At Mercury, our brand journey has involved a steady cadence of self-discovery. As we transformed to reflect our commitment to innovation and a people-centered culture, we never lost sight of the fact that the world constantly changes. So, too, must we. But we must also stay true to our purpose to create innovative technology that truly matters.
After an initial level of exploration, we discovered the core of our motivation: to use our innovation in service of critical missions that benefit humanity. We’re not simply focused on the technology itself, but on its ability to make a meaningful impact on the world.
We had already humanized and positioned our brand, but we knew there was more work to be done because our company was still too complex. We took it upon ourselves to simplify what Mercury does, making it easier for our customers and partners to understand the value we offer. We gathered input from across the organization to help us pivot our focus. In the past, we were too focused on our products and used a lot of technical language. We needed to make a bold move to show our customers the breadth of solutions we can offer, beyond just our products. That’s why we introduced the Mercury Processing Platform: a clear and unified offering that showcases our innovation and problem-solving expertise.
The result? We have built a powerful brand foundation and reputation. Our most recent brand health surveys confirm continued significant gains in both familiarity and favorability of our brand with our targeted customers and influencers. We have increased our unaided brand awareness by nearly 22% in two years and our aided brand awareness by a staggering 53%. In addition, we see 85% favorability and 78% advocacy ratings.
Reflecting on our brand journey thus far, we feel a sense of gratitude for the progress we’ve made. We’ve been able to discover our unique position in the market and communicate the value of our technology in a way that resonates with our customers. We are excited about the future of our brand and look forward to continuing to innovate and make a difference in the world.
Read more about Mercury’s brand journey from Stephanie’s past blogs.
- The world is changing and so are we
- Supporting growth and scale through full-funnel digital marketing
- A new brand a year later