Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Aerospace
- Retail
Applicable Functions
- Maintenance
Use Cases
- Indoor Positioning Systems
- Predictive Maintenance
About The Customer
United Technologies is a renowned company in the aerospace industry. The company is known for its innovative approach to providing solutions in the sector. The aerospace division of United Technologies is particularly recognized for its aftermarket services, which include modifications, repairs, and upgrades. The division was on the verge of launching a revolutionary enhancement to their service offerings, including a new predictive maintenance platform. This new addition was set to redefine the company's position in the market and offer a unique value proposition to its customers.
The Challenge
United Technologies' aerospace division was on the brink of introducing groundbreaking enhancements to their service offerings. The modifications, repairs, and upgrades of their aftermarket services were revamped, and a new predictive maintenance platform was added to the mix. This new paradigm represented a significant launch opportunity with a unique position, name, and look, all set to debut at an industry trade show in Spring 2018 (MRO Americas). The challenge was to position these new services distinctively while ensuring they still aligned with the company's overarching brand. The team also needed to create a unique identity for the predictive analytics software, which was a crucial part of the new service offering.
The Solution
The team began with positioning workshops to derive the service offering’s Passionate Purpose, which was then incorporated into messaging, naming, creative, and launch campaign. The positioning statement 'intelligent aircraft, intelligent action, intelligent partner,' was chosen to emphasize the concept of intelligence, which competitors were not focusing on. This concept of intelligence was associated with intuition and the power to sense problems in advance. Consequently, the service offering was named 'FlightSense,' and the predictive analytics software was named 'Ascentia,' symbolizing a personified entity at the heart of FlightSense's intelligence. Starting with positioning and naming gave the team a significant head start when they moved into creative concepting for the launch campaign. This approach ensured a seamless transition into brochure, presentation, social, video, and trade show signage.
Operational Impact
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