HomeResearch Articles Calero: Shifting Brand Perception to Become a Category Leader

Calero: Shifting Brand Perception to Become a Category Leader

  • Driven by the need to diversify its portfolio and differentiate its offering, Calero’s acquisition strategy resulted in a reevaluation of its brand category
  • By reviving a dormant category, Calero redefined its brand and repositioned the company, leading to a 50 percent increase in average deal size
  • Calero’s brand redefinition was a transformational effort that required senior leadership sponsorship and a set of carefully planned and consensus-building activities
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