Gutenberg 2.0
VISTAPRINT CASE
Background
After his graduation from INSEAD Business, VistaPrint Founder Robert Keane recognized an important unfilled gap in the printing industry for micro and small businesses. Traditional print shops generated orders that were too expensive and too large for many small businesses to afford. Combining patented technology that grouped similar orders into large groups with online design and ordering, VistaPrint revolutionized the printing business.
Challenge
VistaPrint still remains one of the leading suppliers of online printing, but brands such as Staples and Intuit have seen the wisdom of serving this market too. Pressures on core business growth forced VistaPrint to look outside its traditional offerings for potential extensions of their powerful brand. Key questions loomed around the viability of credibly serving the growing needs of small business through the VistaPrint brand.
Solution
Worldwide quantitative research was conducted to understand the extendibility of the VistaPrint brand, as well as identify unmet market needs for small businesses. The result of the research provided data for the development of a new positioning grounded in making the customer’s business feel real, which was really what their products and services helped provide. The tagline “Make an Impression” elevated the brand beyond just cheap business cards and the current mark evolved from a symbol of the printing process to one that evoked the joy of bringing your business to life.
Background
After his graduation from INSEAD Business, VistaPrint Founder Robert Keane recognized an important unfilled gap in the printing industry for micro and small businesses. Traditional print shops generated orders that were too expensive and too large for many small businesses to afford. Combining patented technology that grouped similar orders into large groups with online design and ordering, VistaPrint revolutionized the printing business.
Challenge
VistaPrint still remains one of the leading suppliers of online printing, but brands such as Staples and Intuit have seen the wisdom of serving this market too. Pressures on core business growth forced VistaPrint to look outside its traditional offerings for potential extensions of their powerful brand. Key questions loomed around the viability of credibly serving the growing needs of small business through the VistaPrint brand.
Solution
Worldwide quantitative research was conducted to understand the extendibility of the VistaPrint brand, as well as identify unmet market needs for small businesses. The result of the research provided data for the development of a new positioning grounded in making the customer’s business feel real, which was really what their products and services helped provide. The tagline “Make an Impression” elevated the brand beyond just cheap business cards and the current mark evolved from a symbol of the printing process to one that evoked the joy of bringing your business to life.
