Challenge:

How can we create a brand for a digital marketplace that brings together European manufacturing Small and Medium-sized Enterprises (SMEs) and robotic Technology Solution Providers (TSPs)?

Approach:

• Innovators and Early Adopters (I/EA) are the primary audience required for the successful launch of a new brand into an existing market. Communicating with them means a brand has to have purpose and relevance, needs to demonstrate detail, and above all be about ideas.


• By identifying 'C-level' executives with I/EA values, it was possible to establish a priority ranking of those with a high propensity towards 'automation adoption’.


• A business model and value proposition was prototyped with I/EA ‘C-level’ executives and acted as a foundation for brand development and product development/launch.


• Brand creation required an all-encompassing approach to ensure the name of the digital marketplace, the verbal language, and visual identity development of the brand aligned with the needs of the desired I/EA audience.


• The development and implementation of the brand identity and brand guidelines defined the framework for ongoing digital product evolution and set the scene for launch.

Impact:

• RAMP - the Robotics and Automation MarketPlace* concept and design was well-received among key project stakeholders. The marketplace is currently in development and will fully launch in late 2021.

RAMP - the Robotics and Automation MarketPlace is a product developed by the DIH² project and is funded by the European Union’s Horizon 2020 research and innovation programme.