B2B , Technology
Vecna Robotics is a technology company focused on warehouse automation to optimize workflows and enhance efficiency. After hiring a new CEO and operating for the first time as a stand-alone company, Vecna Robotics hired us.
We were charged with evolving Vecna Robotic’s messaging to raise its brand awareness as it moved from a product-focused strategy to a solution-based one.
The first thing we needed to do was establish a new and consistent brand voice that would make powerful B2B connections. Luckily, there’s nothing we love more than helping brands connect—and of course, a good challenge. So we sat down and started writing rallying cries that were straightforward, empathetic and educational.
Finally, we landed on the right fit: “Workflows over robots”—a clear and concise message to help organizations understand the current and future value of people in the workplace, and the specific ways Vecna’s robots can amplify and aid the human workforce.
Now that we had the “talk” down, it was time for our public relations, creative and media pros to add the “walk.” We created everything from social media posts to easy-to-read white papers. We even created a cling wrap on Vecna’s walls to show visiting clients and new employees how workflow additions can change the workplace.
Through powerfully aligned creative paired with on-top-of-it outreach, Mower scored consistent coverage across robotics, logistics and warehouse industry outlets. We also maintained regular business coverage in the Boston area where Vecna Robotics is based. Mower secured a feature story about Vecna Robotics in The Wall Street Journal. “Wait…a profile story on a small private robotics company in the WSJ?” Yeah, we made that happen!
By staying consistent with both creative and media coverage, Mower was able to give a small robotics company the big brand awareness and industry trust its workflow initiative deserves. And all it took was a little loyalty, advice and connection to make it happen.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.