The company known as Island Data Corporation develops Real-Time Customer Analytics solutions. The Company’s flagship product, Insight RT captures customer feedback from various sources, analyzes the concepts and intent of the unstructured feedback, and converts the feedback into insights that can be acted upon in real-time.
The challenge was that Island Data had largely created bespoke solutions for very large enterprises. The company wanted to pivot toward providing a solution for a wider range of companies. Also, the nature of the product is that it brings disparate sources of sources of data together and rationalizes them, conceptually the opposite of an “island”.
My team did a deep dive on the brand foundation of the company and worked with award-winning naming and branding agencies to deliver a new brand that distilled and reinforced these brand attributes.
Repositioned as Overtone and its footprint expanded to social media listening and engagement, Overtone helps companies understand the meaning of the world’s online conversations. Overtone’s Open Mic listening system continuously delivers consumer insights, brand performance metrics and market intelligence to brand name companies. Overtone was acquired by Kana Software in 2011.