FOCUS: BRAND STRATEGY MISFIRES | AUDIENCE: STEWARDS OF PLATEAUED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I helped a SaaS project management brand abandon its generic, tame roadmap to build a fierce, distinctive strategy.
This mid-tier SaaS project management platform for design and media clients had a roadmap that looked solid … quarterly feature updates, integration launches, and scheduled marketing campaigns. But when compared to competitors, it was practically a carbon copy. The brand’s path felt safe, predictable, tame, and forgettable.
Its messaging reinforced the sameness. Website copy leaned on vague promises like “streamline your workflow” and “boost productivity.” Blog posts echoed the same advice found on dozens of other SaaS sites. Social content avoided bold opinions or unique perspectives, leaving the brand without a clear voice or reason for customers to choose it over rivals.
A review of the competitive landscape showed that the brand was competing in the open market alongside dozens of lookalike platforms. The realisation was simple: a shared roadmap only ensures you arrive at the same destination as everyone else. The brand needed to claim territory where it could operate with focus, strength, and distinction.
The tiger metaphor became the guiding insight. Tigers don’t chase every opportunity … they own their terrain, hunt with precision, and dominate their chosen prey. For the SaaS brand, this meant abandoning the herd mentality and creating a roadmap tailored to a tightly defined audience.
My breakthrough idea was to reframe the roadmap as a Tigerish Path … a sequence of strategic moves designed to make the brand unmistakable in its space. We identified the “jungle” where it could dominate: “people-first project management for creative teams.” This positioning narrowed the focus but amplified the impact.
Instead of adding features to match competitors, the brand concentrated on building tools, content, and partnerships that uniquely served creative professionals. Every planned initiative had to pass a single test: Does this make us more like the tiger in our jungle?
The revised roadmap prioritised differentiation over parity. The product team focused on innovations like collaborative mood boards, creative brief templates, and workflow features optimised for design and media teams. Marketing shifted to a bold, opinionated tone, directly addressing the frustrations of creatives using generic project management tools.
Content became a showcase of authority in creative workflows … from deep-dive guides on design team productivity to interviews with industry leaders. Social campaigns invited creative teams to share their best project hacks, building a community aligned with the brand’s focus.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
Creative Workflow Masterclasses: Video tutorials from industry experts on managing design projects.
Behind-the-Scenes Feature Drops: Teasers showing how new tools are built specifically for creatives.
Mood Board Challenges: Monthly contests for users to share themed project boards.
Creative Brief Templates: Downloadable assets tailored for design and media projects.
Design Leader Interviews: Long-form articles featuring insights from creative directors.
Tool Comparisons: Bold content comparing the brand’s features against generic competitors.
Project Hack Series: User-generated tips for faster, more inspired creative work.
Case Studies of Creative Teams: Success stories highlighting unique use cases.
Creative Industry Reports: Annual studies on workflow trends in design and media.
Opinion Columns: Founder-led pieces challenging industry norms in project management.
Qualified leads from creative agencies rose by 60%.
Average trial-to-paid conversion rate increased by 35%.
Social engagement from the creative sector doubled.
Recognised in two industry blogs as the “go-to platform for creative teams.”
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
If you’re an investor seeking momentum for your portfolio brands, this Case Study Post I wrote could interest you: “How a Founder’s Wardrobe of Ideas Got a Market Makeover.“
And if you’re a solo expert looking to sharpen traction, this Case Study Post I worked on may resonate: “How a Wealth Coach Made Her Brand Add Up for Advanced Clients.“
"One BIG IDEA can turn brand stagnation into unstoppable movement. Spots are limited each week ... book your breakthrough session now."
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