365 Retail Markets

Refining a Tech-Driven Brand Strategy.

365 Retail Markets leads the globe in vending technology solutions. Engaging in an ambitious acquisition strategy since 2016, they encountered a challenge: their offerings began to overlap, diluting the brand’s clarity. Our task was to streamline their acquisition approach and refine their product portfolio, aligning it with the cutting-edge tech company they aimed to become.

Adopting a Branded House Approach

In the B2B sector, cohesion under a single brand umbrella often leads to greater clarity and strength. Facing the complexity of integrating over 15 acquisitions, we transitioned 365 Retail Markets to a Branded House structure. This strategy included a comprehensive branding and naming playbook, facilitating seamless integration at various stages—from pre-acquisition through to full integration.

Revolutionizing the Product Portfolio

The shift to a Branded House allowed for a significant transformation in how 365 Retail Markets presented their products. We evolved the naming strategy from abstract to descriptive, a move that resonates well in the B2B landscape. This, coupled with stringent guidelines for visual presentation, transformed a disparate assortment of hardware and software into a unified, technology-focused product suite.

Repositioning the Brand

Throughout our stakeholder discussions, a common vision emerged—365 Retail Markets viewed itself not merely as a vending company but as a tech innovator. However, this vision was not reflected in their market positioning. Our strategy introduced “Conveniently Smart” as the brand platform, signalling a shift towards a tech-oriented identity that aligned with their vision and market expectations.