Maxar Technologies
Lynxx Networks | Corporate | Branding & Messaging
Building Unity Across Integrated Brands
Challenge
Creating an Industry Powerhouse
Based in Colorado, Maxar Technologies was developed as the principal company that would eventually absorb four top brands in the commercial space technology industry: SSL, MDA, DigitalGlobe, and Radiant.
Before the merger officially took place at the end of 2017, Maxar’s marketing director wanted to gauge various stakeholders’ perceptions of the brands and provide tailored information that would help ensure the process proceeded smoothly. For that, the company turned to Refactored.
Deliverables
Market & Competitor Report
Executive Brief
Marketing Strategy Recommendations
Service Offerings
Market Analysis
Stakeholder Interviews
Audience & Messaging Research
Competitor and Positioning Analysis
Solution
Mapping the Bigger Picture
Our team conducted market insight and strategy research—particularly in regard to the corporate website—to help each brand’s audience adapt to the merger. We talked with the web and marketing teams from each brand to help ensure that Maxar could maintain the status quo while determining which messages were vital to retain from or craft for each brand. This process included identifying which pieces of each brand’s story were most important, evaluating their social media presences and web content, and studying competitors to help establish Maxar’s positioning in the industry.
Results
Building a Compelling Story
Once research was complete, we delivered an extensive report and several briefings with key executives in the company to guide future marketing efforts. The team also communicated these findings with each brand. As a result of this effort, Maxar received validation and new insights that helped the company build consistency around best practices from each brand and elevate the marketing of those brands that might have been underperforming in some ways. These insights enabled Maxar to proceed with its multiyear project with both confidence and greater customer support.
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