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We Are Rosie + Phobio + Rodio

Powerful brand creation on a rapid timeline

“It’s a breath of fresh air to work with people who get it.”

We Are Rosie has surpassed all of our expectations. It’s a breath of fresh air to work with people who get it, and deliver without all the fluff and B.S. we’ve come to expect from consulting.

— Stephen Wakeling, Founder & CEO, Altio (Formerly Phobio)

During a swell of rapid growth, Phobio, a pioneer solutions-software company known for their mobile device trade-in program launched a new, and separate product: Rodio. This new workforce communication tool was a completely different animal than the product Phobio was originally known for. Creating a clear parent brand to house these two distinct products became imperative. With Apple as a newly acquired client, this critical task would need to be seamlessly implemented and fast. Phobio was at a loss on where to start and how.

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That’s where We Are Rosie came in.

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With even bigger growth aspirations in mind, Phobio CEO Stephen Wakeling wanted a slam dunk marketing strategy to ensure his company and products were well-branded and positioned for future success. We Are Rosie’s fleet of expertly talented consultants jumped onboard, set the next steps and built the strategy.

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We Are Rosie did more than just consult. We immersed.

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We Are Rosie embedded an interim CMO, with over 20 years of executive marketing experience, inside Phobio to get a feel for the company culture, values, history and products. The iCMO brought in a team of We Are Rosie experts uniquely qualified to assess and tackle Phobio’s marketing needs. The process then kicked off with an exploration into all things Phobio and Rodio.

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And we left no stone unturned.

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The We Are Rosie team conducted exhaustive research into the company’s strengths, weaknesses, competitors, and prospects. We interviewed dozens of teammates and current partners, and hosted focus groups with decision-making executives from across target vertical organizations. We held a two-day off-site brand workshop with members of Phobio’s leadership team to collectively cull through our findings. Through this data swan dive, we collected crucial information that informed our strategy. We learned what truly matters to both products’ prospective clients and identified any and all pain points. And then we worked fast to construct a brand positioning, messaging strategy and marketing road map for the Phobio and Rodio products.

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Our deep dive led us to create a powerful name and brand for this new parent company: Altio.

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Altio’s new brand identity connects the Rodio and Phobio products and sets the company up for new product launches under a unified brand voice. The team also delivered branding strategies for the Phobio and Rodio products to ensure long- term growth. Our work aligned the company while finding the right route to let each brand shine.

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And as a cherry on top, we delivered the strategy six weeks early.

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