BrainX.com approached us on how to market software, specifically branding educational marketing.
BrainX.com has developed an intelligent, education software-based study system guaranteed to improve your test scores. The application uses a pen highlighter tool to scan in data and feeds it into your computer connected to the internet. The software trains you, quizzes you, looks up information for you on the net, and helps you share study groups and class notes. Our job was to brand the company during its second round of funding.
We started by trying an early version of the educational software for ourselves. We were impressed, and it helped us to think about the application, the users and marketing programs we could develop.
Our process led us to recommendations about taking this on campus. We suggested distributing earlier versions for free, to facilitate adoption. This included driving a ‘loud’ van on campus, having a campus-approved tent or canopy, and giving away some T-shirts in the process.
We needed to develop a brand that would not only be cool for the college-age market, it also needed to work in business training applications, their secondary market. There was much to explain in just a few words and a symbol.
After presenting three comprehensive design directions, we landed on the techno-green X. This represented bold characteristics, while conveying a sense a cool, innovative technology. It had the qualities of appealing to the college market, and it was adoptable by the business market. We developed a positioning statement, logo mark, stationery system, ad campaign, flash demo presentation, application interface, programming, banner ads, mugs, shirts and of course, a van.
Since our educational marketing campaign, BrainX has tripled their size and moved to new offices. They have been lauded by education consultants and researchers to further credit their software market successes.