Raising the Profile of a MEMS Company Against Large, Entrenched Rivals

mCube had been quietly growing its market share in a small segment of theMEMS (microelectromechanical systems) market – having already shipped 70 million units into China’s low-end handset market. But their products had applicability for nearly every type of mobile and wearable electronic device – from fitness gadgets to tablets. So they needed to “re-launch” the company and its products into the US market with a big bang to capture this massive opportunity.

The first step in their re-launch was to create an impactful brand strategy that would drive messaging for all external communications. After conducting a thorough messaging audit of mCube’s main competitors and gathering insights from key stakeholders, Tanis articulated a strong brand position for mCube that is simple and memorable. Tanis created a catch phrase for mCube’s vision that was widely used in press coverage and formed the basis for digital marketing platforms – “Enabling the Internet of Moving Things.” Tanis then crafted a set of messages for each target audience, which spanned from highly technical customers and strategic partnersto mainstream media. Tanis also helped to simplify mCube’s highly technical message by positioning mCube’s sensors as the smallest in the world – smaller than a grain of sand. This very simple comparison made it easy for a broad range of audiences to quickly grasp the significance of mCube’s innovation.

To ensure a consistent ‘heartbeat’ of communication activities, Tanis created a comprehensive 12-month marketing communications, PR, social media andevents action plan.