A recent MarketingSherpa case study, Breaking Norms to Drive Growth, highlights how innovative marketing strategies across industries challenged conventions to achieve remarkable results. Extu was prominently featured alongside Cadbury Pakistan and Pickle Rooms for its bold rebrand, which defied B2B design norms and led to a 450% increase in new clients.
Extu’s Role: Standing Out in a Sea of B2B Sameness
As a global leader in channel marketing and incentive solutions, Extu was originally two separate entities—Incentive Solutions and OneAffiniti. Following their merger, the company faced the challenge of unifying under a new identity that would break through the traditionally conservative B2B branding landscape.
Rather than following the safe, predictable design choices typical in the industry—such as muted color schemes, generic fonts, and overused symbols—Extu’s marketing team took a merchandising-inspired approach to stand out. The team analyzed competitors’ visual identities, identifying an opportunity to differentiate with a bold, vibrant aesthetic. This led to the development of a new logo, a dynamic upward arrow symbolizing growth, and a striking color palette that reinforced Extu’s mission of delivering exponential results.
The Impact: More Clients, More Engagement
The rebrand, launched in September 2023, produced immediate and significant results:
- 450% increase in new clients
- 157% growth in website traffic
- Positive client feedback, with some even seeking Extu’s guidance for their own rebranding efforts
Extu’s Chief Marketing Officer, Nichole Gunn, emphasized the power of differentiation:
“Our new brand helps us connect with clients more clearly and purposefully than ever.”
Why It Matters
This case study underscores the power of bold branding in B2B marketing. While many companies play it safe, Extu’s approach proves that standing out visually is just as crucial in the B2B space as it is in consumer marketing. The results speak for themselves: clearer messaging, increased visibility, and exponential business growth.
Read the full MarketingSherpa article to explore more about Extu’s transformation and other groundbreaking campaigns.