As a management consulting group, The Powers Company has to battle the negative perception most companies have of typical consultants, who lack real-world experience and often push unnecessarily expensive solutions.
With their frontline management experience, proven ROI on projects, and measurable, sustainable results, The Powers Company takes a very unconventional approach to business compared to typical consultants. Using this insight, we positioned The Powers Company as “unsultants” whose success is based on the Power of UN, complete with a full vocabulary of undeniably intriguing terms. The brand was then expressed through an integrated campaign, including: a website, email blasts, sales collateral and an online video series.
Since the “Unsultants” campaign launch in Spring 2014:
Differentiated from competition
Website Traffic Grew