BrandMatters

Sage Software Australia

Sage is a leading global supplier of business management software, including ERP, CRM, Payroll, HR and Practice Management, to 6 million customers worldwide. Globally, Sage generates AUS$3 billion in revenue, and has 14,000 employees. Headquartered in Sydney, Sage has offices throughout Australia and New Zealand, and over 25 years’ experience in both markets.

The Challenge

BrandMatters has been retained by Sage Australia since early 2003, and was charged with creating meaning for the Sage corporate brand in Australia after it acquired three operating companies. The decision to prefix the acquired brands with the Sage brand (Sage MicrOpay, Sage Business Solutions and Sage HandiSoft) required an overarching positioning for Sage that connected the global entity to the local brands. The fundamental issue was the Sage “parent” brand had no awareness and its three acquired brands had no connection to the Sage brand or to each other.

The Approach

The task began with internal research to inform the development of brand and marketing strategy for the Sage corporate brand. An integrated campaign was developed, managed and executed, bringing together each of the four businesses under a unified look and feel for the first time. This provided the appropriate balance of Sage global reassurance, whilst still retaining the unique identity and positioning for each of the local brands.

The Results

Sage brand awareness has increased significantly and the entire Sage marketing community now operates as a seamless committed team, despite being managed by an external consultant. This has laid the foundations for ongoing marketing activity, including the current, sophisticated, integrated communications campaign, combining traditional and online media.