Mindwave was a new company seeking to sell and market a proprietary technology that supported concept-based information retrieval. This was an entirely new capability that did not exist in the marketplace. The company had an opportunity to create an unoccupied, distinctive market niche they called Intelligent Response. MossWarner earned the job of turning that theory into reality.

MossWarner devised a brand strategy to own the Intelligent Response space by first establishing it as a recognized category. This called for educating the Mindwave audiences about both the technology and the market space it defined. We also needed to differentiate the space (and the products) from existing categories (and competitors). Much of the education came through a series of white papers to the analyst community. MossWarner communicated the same key messages to prospects via a public relations campaign, case studies and sales and marketing tools. Mindwave also used MossWarner to name their products and develop the overall look & feel for the brand.