Creating mobility for businesses that move

Mobile Reach and New Kind build a brand platform to help extend the Mobile Reach brand into new markets


In a mobile world, field work can take workers anywhere–from the highest cell tower to an oil rig at sea. Companies that employ workers in the field need mobile solutions that enable those workers to do their jobs wherever they are. But not all tools are made for mobile. Mobile Reach extends the reach of field platforms like ServiceNow to make field workers more productive. So workers are enabled everywhere, and businesses can optimize field processes.
Companies like Gogo, Ebay, and the Missile Defense Agency use Mobile Reach to ensure high-quality wifi in airplanes, to extend server networks, and to track mission-critical assets.

Industries: Technology

Services: Positioning, Research, Storytelling

Why New Kind?

The New Kind team was a great partner for helping us work through some very complex strategic challenges. They took the time to understand the complexities of our business and provided the insight that allowed us to clarify and simplify the way we share our story with the world.

Nasrin Azari

President, Mobile Reach

A time of reinvention

Mobile Reach is an established leader in field services enablement space. As their market shifted, they began to embrace new business opportunities. Mobile Reach was ready to take on competitive new markets. But they needed a brand strategy that captured their past success while positioning them for future growth.

Seeing possibilities

We began by conducting research, including brand surveys, interviews, a competitive audit, and a brand audit. We synthesized all the data we collected. Then the team came together for a half-day workshop. The purpose: to create alignment around the current state of the brand based on the research, and clarify the vision for the future. New Kind facilitated activities to engage the Mobile Reach team in the process of crafting the brand positioning platform, defining brand differentiators, creating personas, and identifying potential themes for the refreshed brand story.

Creating pathways

With the knowledge we collected at the workshop, we collaborated with the Mobile Reach team to create a brand story and messaging guide. The document serves as a handbook for anyone at the company working to share the brand story in a cohesive way. In addition to the new brand story, the guide illustrates the company’s evolved positioning to serve new markets, includes detailed personas, and provides messaging samples.

The road ahead

Mobile Reach is now looking to roll out the brand we created together both internally and externally. We look forward to seeing Mobile Reach successfully expand into exciting new markets.

Our next story could be yours

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