Growth strategies for a software powerhouse.
Background / Challenge
Epicor is a leading provider of ERP software competing against well known brands such as Oracle, SAP and Microsoft. Built over many years of acquisitions of small well known/proven niche brands, Epicor was faced with the challenge of creating a distinguishable brand position that conveyed its competitive differentiation and strategy for growth.
At the time of this partnership, our research revealed a polarization of the ERP marketplace. There were small, niche players serving the small business market and large, established brands serving robust enterprises. But no one brand was claiming ownership to the sizable mid-market space. Additionally, Epicor had a house-of-brands strategy that was undermining the corporate story, not to mention its brand investment. Armed with current market data and a well thought-out growth/integration product roadmap, Epicor and BrandingBusiness crafted a brand strategy and position to own the mid-market space. We also recommended and developed a master brand strategy or “branded house” architecture to focus its brand message.
Today Epicor is recognized by the industry and analyst as the mid-market solution and brand of choice. Much to the chagrin of its rivals such as Oracle and SAP, Epicor currently owns the visionary quadrant space according to Gartner, and its revenue is outpacing its competitors.