When we first met with our client’s marketing team, Liquent was named ESPS (Electronic Submissions Publishing Systems, Inc.). And the company had just developed revolutionary technology. This change in offering proved to be a catalyst for the company to also change its name, enhance its culture, and refine its promise.

• Assess immediate needs
• Prioritize long-term goals
• Create plan for utilizing existing materials 
• Define company’s new offering - ESPS’s new technology created what we referred to as “liquid content.” One can now take content from millions of pages involved in submitting an application to the FDA and funnel it wherever it was needed.
• Compare/contrast effects of name change on internal and external audiences
• Develop focused strategy with goals for three months, six months, and one year 
   

• Naming - We created “Liquent” to define the concept of liquid content.
• Identity
• Print communications
• Digital communications
• Tradeshow
• Annual report

Our original efforts to build the Liquent brand were so successful that the company has been bought by a holding company … twice. The systems we put in place helped to maintain the brand’s integrity through the changes, and we’re currently investigating ways to improve and expand Liquent’s brand under the current ownership.