 [
From the Archives of D3 Agency former company
of BrAG founder Michel Hogan]
It’s a familiar story with an unfamiliar
twist. A software company needed to propel growth at a time
when technology spending was falling. Luckily, Information
Management Research (IMR) had a secret weapon. Their core
product Alchemy not only delivered beyond the wildest expectations
of their customers – but people also genuinely loved
to use it. Not something you’d expect from Document
Management software!
This became both the opportunity and the “problem” – how
to uncover the hidden delight of the brand and spread it
throughout all aspects of the company. How to build growth
out of an emotion.
D3’s efforts helped IMR understand that
while “delighting customers with a simple, easy to use,
extremely effective product” was powerful stuff, it
could also be just the kind of thing to drive actions and
thought throughout the entire company, and to all its stakeholders.
Today, “delight” is more than a feeling held by customers. It’s
a company mission. Brand implementation efforts have been widespread and contribute
focus in very tangible ways. For example “delight” has become a visible
goal of new products and initiatives. It has created a new language the company
uses to communicate with its employees, customers and partners. Asking provocative
questions like – “Can document management software make you giddy,
twirl, chortle?” And spreading a little unexpected pleasure in the process.
Overall, “delight” has
provided a new way for the company to think about itself, one that is founded
in a reality felt by its customers.
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