How Resonance helped strategically: Identifying demand and the needs of a totally new market
Geoff asked us to help create a full strategy for this new technology, and Scott swung into action. Over the years, he’s developed tried-and-tested methodology that he put to work straight away—from market segmentation, to value proposition, to moat. Workshopping these methodologies with Geoff created a strong foundation for the next phase of the project alongside Alex Penk—research interviews with a wide range of potential customers and stakeholders, followed by international desktop research to uncover new insights and trends.
Around the same time, Geoff had been joined by Emma Ford, Quadbeam’s Sales Manager, and in mid-2020 they sat down with Scott and Alex to receive the strategy recommendations. “This really gave us the confidence to move ahead,” says Geoff. Because Quadbeam had “no feeling” for the market, “we needed that high-level strategic analysis and direction.” Resonance’s advice spanned a wide range of topics, from product innovation strategies to take advantage of the big trends shaping environmental monitoring in New Zealand and internationally, to business models and pricing models, to the best way to achieve an immediate product marketing launch. Geoff said that in the days following the strategy presentation, “I was so excited I couldn’t sleep, because it gave me so much to think about.” The research, he said, didn’t just bring clarity to what they’d been thinking about, but also challenged them on new topics they hadn’t previously considered.
How Resonance helped creatively: Helping to name and bring a completely new brand to life
Geoff and Emma accepted our recommendation to create a completely new brand, pressed the go button, and we got cracking on creative implementation.
Dave Reid, Alex, and Scott started by crafting a new name, Phathom. Geoff and Emma liked the play on ‘fathom’, because the sensors bring deep understanding and the word means both to measure a depth of water and to understand a complicated problem.
We carried on, leveraging the knowledge generated in the strategy phase and working with Geoff and Emma to bring Phathom to life—creating the logo, taglines, colour palettes, copywriting, marketing collateral, website design, launch plans and social media marketing. Dave even got hands-on with the sensors, getting behind the camera for a photoshoot and drone photography to create original images to tell the Phathom story.
How Resonance helped creatively: Helping to name and bring a completely new brand to life
Geoff and Emma accepted our recommendation to create a completely new brand, pressed the go button, and we got cracking on creative implementation.
Dave Reid, Alex, and Scott started by crafting a new name, Phathom. Geoff and Emma liked the play on ‘fathom’, because the sensors bring deep understanding and the word means both to measure a depth of water and to understand a complicated problem.
We carried on, leveraging the knowledge generated in the strategy phase and working with Geoff and Emma to bring Phathom to life—creating the logo, taglines, colour palettes, copywriting, marketing collateral, website design, launch plans and social media marketing. Dave even got hands-on with the sensors, getting behind the camera for a photoshoot and drone photography to create original images to tell the Phathom story.
“I was so excited I couldn’t sleep, because it gave me so much to think about.”
Geoff Letcher
“The depth of understanding of us as a business, the market, the product, and the drive by Resonance to really understand that and convert that into the creative side was pretty special”.
Geoff Letcher, Owner and Managing Director
