CASE STUDY

10x Genomics

Appealing to the Majority Markets With a Complex Technology

Attitudinal insights • Messaging strategy and development • Brand strategy and development • Market development

Challenge

With a successful effort to capture innovators and early adopters, 10x Genomics was having a difficult time in resonating with the early majority markets.

Insight

The specific attitudes of scientists are highly dependent on their communities. Different disciplines use different criteria for adopting new technologies, and display ‘tribal’ behaviors.

Solution

Lead with in-depth content and thought leadership, relevant to three of the company’s highest priority markets and educate the market using a fresh approach of employing everyday, easy-to-understand language.

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Game, Changed: The Strategy Behind PacBio’s Growth Transformation

Primary research and audience insights • Brand, positioning and messaging strategy & developing the brand story • Core and extended brand identity • Brand style guide • Brand declaration video • Instrument naming & positioning • Product launch campaign creative & plan • Product launch videos • Experience design and strategy • Event management and production with partner

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