Autodesk's Successful Rebranding: A Case Study in IoT
Technology Category
- Functional Applications - Enterprise Asset Management Systems (EAM)
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Education
- Packaging
Applicable Functions
- Sales & Marketing
Use Cases
- Asset Health Management (AHM)
- Asset Lifecycle Management
Services
- System Integration
- Training
About The Customer
Autodesk is a software company that caters to people who make things. Whether it's a high-performance car, a towering skyscraper, a smartphone, or a great film, Autodesk's software has likely played a part in its creation. The company's software is used by millions of customers worldwide, giving them the power to make anything. Autodesk aims to establish itself as the industry-leading platform for designing and making things, focusing on the outcomes its customers want to achieve rather than the products they need to make it happen.
The Challenge
Autodesk, a leading software company, wanted to shift from a product-first to a customer-first mindset. The company aimed to establish itself as the industry-leading platform for designing and making things, focusing on the outcomes customers want to achieve rather than the products they need. To achieve this, Autodesk needed to create strong connections between customers and the Autodesk brand, not its individual products. In 2021, Autodesk underwent a rebranding process to reflect its transformation from a house of brands to a 'branded house.' This rebranding required significant stakeholder activation, as every employee, vendor, channel partner, and strategic partner needed to transition to the new Autodesk persona and branding. However, Autodesk's teams and processes were entrenched in product-first ways of working, posing a significant challenge to the rebranding process.
The Solution
To address this challenge, Autodesk's brand team developed a multi-month rollout plan to engage its stakeholders: employees, vendors, and partners. The company's Digital Asset Management (DAM) librarians played a crucial role in this process, providing audience insights and usage data to the brand team, packaging, uploading, and adding metadata for rebranded content, and creating asset groups and portals to release the assets in a permissioned manner. The Acquia DAM platform was used to store and manage brand assets, allowing Autodesk's teams to collaborate and deliver rebranded content to users across the globe efficiently. The rebranding process was carried out in three phases: granting early adopters access to in-depth training and core assets, giving all employees access to the new brand assets, and updating product branding to align with the product release schedule. Throughout this process, Autodesk broke down silos by communicating and collaborating on timelines, strict embargoes, and asset management.
Operational Impact
Quantitative Benefit
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