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A "Challenger Brand" strategy for future growth.

Background / Challenge
Pegasystems is one of the fastest-growing software companies in the world. Experiencing tremendous growth and needing to differentiate from megabrands like Oracle and SAP, they approached BrandingBusiness to create a brand position and strategy as powerful as their software.

Strategic Insights
Like most innovative technology companies, Pega’s existing brand strategy was mired in technical jargon and therefore undifferentiated. And although Gartner had granted Pega the enviable position of visionary/leadership in the BPM category, competitors were marginalizing and commoditizing Pega’s value proposition.

In order for Pega to breakthrough, BrandingBusiness developed a masterbrand strategy and new brand positioning based on the concept of transformation. BrandingBusiness also developed a new creative platform, graphic standards and "Challenger Brand" strategy for future growth.

The new position has seen immediate results internally and has been successfully integrated into all brand touchpoints and the user experience. Pega’s position, brand and strategy are now aligned for growth—and they are as powerful as the business solutions Pega offers.

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