As a specialist for company and product positioning, claudiusbähr+friends helped DOCUFY develop its Multi-Level documentation strategy and translate it into communication initiatives. The one-and-a-half years in which we accompanied DOCUFY on this journey were exciting for us for two reasons:
- The time was quite simply right for Component Content Management to “take off.” The idea of liberating technical documentation content from its own limits of utilization was an answer to the fundamental challenges facing innumerable companies in the future. Discovering a market perspective of this caliber together with a visionary customer can feel a little like Christmas.
- The idea of Multi-Level documentation counts for nothing if there is no technical basis on which to implement it. But it was precisely this basis that was inherent to the DOCUFY product portfolio – in particular, due to the redevelopment of TopicPilot as a mobile publication platform. The strategic and creative task was getting to the heart of this using the term Multi-Level documentation, thereby helping DOCUFY to occupy its own market category.
Of course, making a positioning idea like this visible and living it requires courage and assertiveness. At the end of the day, it is about consciously breaking with the industry’s entrenched market and communication rules. As the agency that accompanied DOCUFY, it makes us particularly proud to see how the client has consistently pursued this path. We are also proud that it is already receiving so much validation from its remarkable success during its trade show and sales activities.
DOCUFY realized what the market needed and is now taking this message straight to the target group. And DOCUFY’s customers – in particular technical writers – are benefiting from tools that make their work more valuable.
Author + image ! Claudia Bähr is a positioning expert for family businesses. Together with her team, she creates sustainable market positions and communication concepts for products, brands, and services. Contact: www.cb-friends.de
