SAN RAFAEL, CA: Drafting and design software company Autodesk has launched a global branding campaign aimed at explaining the business value it brings to its customers.
By focusing on how the company's software and services help turn its customers' ideas into reality, Autodesk hopes to build its brand, which is not as well known as its products, such as AutoCAD, admitted Tracey Stout, VP of worldwide marketing.
As the company shifts its business model from software licenses to subscriptions, and introduces new products, it was important to broaden the company's image and move it away from just a few well-known products, added Stout.
"We've been very product focused," said Stout. "We really want to focus on our customers, and their ideas, and our role in helping them."
The company's success depends on how well it tells customer success stories, and PR is vital in making that happen, added Stout.
Autodesk is working with its agency, Fleishman-Hillard, on the campaign.
Autodesk hired Bite Communications last summer to handle corporate communications, but consolidated the account with Fleishman last month. Fleishman had been handling product PR.
Bite had done a great job, said Stout. But the company realized its complicated story was easier to tell with just one agency, and settled on Fleishman, with whom it had a longer relationship. Bite continues to work with Autodesk on a project basis.