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Brand Audit Projects



The Byline Group (the parent company of Tagline Guru) developed a Brand Integration Guide for Adaptec that was designed to reposition the company and enhance its growth potential in high-value market segments. 

While Adaptec’s market dominance and name recognition in the SCSI arena were largely responsible for building a strong and successful brand, they limited the company’s ability to enter easily into new or unrelated markets. After expanding its software product offerings, Adaptec (NASDAQ: ADPT) began to outgrow its narrow market perception as simply a SCSI company. 

Building on Adaptec’s established track record for delivering quality solutions, we developed a new integrated position that acted as an umbrella serving all businesses and operating units under the Adaptec name in markets throughout North America, Europe, and Asia. 

To raise awareness of this move, we established uniform guidelines for the tone and language of Adaptec’s messaging. These guidelines formed the basis of how Adaptec could achieve a consistent corporate voice, project its brand messaging into each channel and product line, and reinforce the brand when speaking to its diverse, international audience. 

The brand character and personality that emerged from this new global view helped Adaptec position itself for faster growth, higher market value, and a more visible leadership role to which its partners and customers looked for direction.  The Brand Integration Guide provided the tools and guidelines that helped communicate and integrate Adaptec’s brand in all of its marketing communications, including product literature, promotional materials, packaging, sales presentations, online media, trade shows, and retail displays. 

The tagline that The Byline Group created for Adaptec is: “Storage outside the box.”    


The Byline Group conducted a Brand Audit, Assessment & Analysis for Cephalon that was designed to articulate and amplify the company’s key brand messages, and strengthen its competitive position and presence as a leading brand in the biopharmaceutical market. 

Founded in 1987, Cephalon (NASDAQ: CEPH) is an international biopharmaceutical company dedicated to the discovery, development, and commercialization of innovative products in four core therapeutic areas:  central nervous system, pain, oncology, and addiction. 

Recognized as one of the world’s top ten biopharmaceutical companies, and the sixth largest publicly traded biotechnology company in the U.S., Cephalon is a specialty pharma company with first-in-class therapeutics known for its pioneering scientific achievements, entrepreneurial culture, and ability to take advantage of emerging market and product opportunities. Remarkably nimble and creative, Cephalon has shown an unwavering commitment to discovering, in-licensing, and marketing targeted therapies that bring relief to patients with rare, painful, and often life-threatening diseases. 

In contrast to many pharma companies that have turned away from challenges that were considered too risky or too difficult, Cephalon has shown an eagerness to expand the boundaries of science by establishing therapeutic niches in small, uncontested and underserved markets such as excessive sleepiness and breakthrough cancer pain. Promulgating a culture that emphasizes integrity and resourcefulness, Cephalon has successfully delivered on earnings and EPS growth while looking beyond the obvious in its quest to find novel indications for an array of life-altering medicines.   

Electric Power Research Institute (EPRI)

The Byline Group was selected by EPRI to conduct a Brand Audit for the purpose of developing new presentation content for the company’s executive briefings, which included refreshed and more finely-targeted brand messaging, positioning, value propositions, and value drivers. BYLINE also created a Powerpoint presentation summarizing the Audit results which was used by EPRI’s CEO and sales staff in their outreach and consultative efforts.  

EPRI conducts research and development relating to the generation, delivery, and use of electricity for the benefit of the public. An independent, non-profit organization, EPRI brings together its scientists and engineers as well as experts from academia and industry to help address challenges in electricity, including reliability, efficiency, health, safety, and the environment. EPRI also provides technology, policy, and economic analyses to drive long-range research and development planning, and supports research in emerging technologies. EPRI's members represent more than 90 percent of the electricity generated and delivered in the United States, and international participation extends to 40 countries.

Elucidon Group, Ltd. 

The Byline Group conducted a Brand Audit, Assessment & Analysis for Elucidon Group, Ltd. to clarify its brand messaging and position it competitively for expansion across Europe and into the U.S. marketplace. 

Based in London, Elucidon empowers content owners, publishers, and aggregators to enhance their existing online services or create new leading edge applications with minimal investment by bringing real-time context, relevance, and meaning to the world of structured and unstructured information. 

The service is capable of integrating multiple types of data, extracting relevant terms, topics, and relationships automatically, and presenting its results in contextually-explanatory clustered visualizations. Requiring minimal effort in development and implementation, Elucidon analytics represent a new search paradigm which promises to turn traditional online publishing into a leading edge, next-generation information application.      

Unlike search engines which are adept at generating trillions of hits and presenting results linearly and non-interactively based on their own notion of relevance, Elucidon is a user-oriented application that emphasizes sense-making and discovery, turning information into contextual intelligence for business-critical use.

Heartland Payment Systems

The Byline Group conducted a Brand Audit, Assessment & Analysis for Heartland Payment Systems, Inc. to help strengthen its position as a best-in-class, full service payment provider in order to increase its foothold in existing markets, establish a presence in new markets, develop a new range of product solutions, and  enhance its system integration capabilities.  

Founded in 1997, Heartland (NYSE: HPY) is the sixth largest payment processor in the United States and fifteenth largest in the world (nearly $50 billion in annual processing volume), providing credit and debit card, payroll, and related financial services to more than 140,000 small and mid-sized merchants primarily in the restaurant, hospitality, and retail industries.   

A service-driven company, Heartland practices what it preaches by treating its customers like its employees and suppliers, adhering to industry best practices and emphasizing the long-term relationship, not the short-term “sell.” It sees itself as a tireless advocate for, and trusted ally to, small retail merchants who look to Heartland for truthful disclosure as well as flexible and affordable payment processing solutions that will help them increase efficiencies and reduce operating costs.

Heartland’s tagline, which was created by The Byline Group, is: “The most trusted transactions.” 


The Byline Group conducted a Brand Audit, Assessment & Analysis for ModSpace, followed by the development of a slogan that reflected its new brand identity. 

Founded in 1986, ModSpace is the most knowledgeable and experienced modular building provider in North America, operating an extensive network of more than 80 sales and service locations throughout North America plus a fleet of over 80,000 modular units. An industry leader, ModSpace is a dominant presence in the home builder market as well as the healthcare, government, and education sectors (especially portable classrooms).    

ModSpace is a full service provider of modular building, storage, and services for temporary or permanent space needs. It also offers a range of site solutions and value-added service options that deliver the highest degree of security, comfort, and productivity in a modular unit.  

In contrast to many space providers that serve only niche markets, offer limited inventory, and possess a small geographic footprint, ModSpace offers tremendous depth and breadth in its coverage, inventory, and technical resources, as well as the flexibility and innovation required to manage large and complex projects that are consistently completed on time and within budget. 

ModSpace is unique in the industry in its ability to assemble dedicated teams and deliver customized turnkey solutions that address the needs of specific markets, and provide a superior level of customer care and attention recognized for its integrity, quality, and reliability. A customer-centric company, ModSpace promulgates a culture that emphasizes courtesy, collaboration, and clear customer communications.

Tri-Valley, California

The Byline Group was hired by the Tri-Valley Convention & Visitors Bureau to conduct a Brand Audit, Assessment & Analysis of the region followed by the development of a slogan that reflected its new brand identity. 

Tri-Valley, California’s objectives were to 1) brand the region as an ideal destination for overnight visitors who enjoy superb recreational activities and appreciate high-end amenities;  2) promise a charming, authentic, and non-commercial experience that cannot be duplicated in nearby Napa Valley and Silicon Valley; and 3) embrace the region’s historic roots, sense of community, and Main Street values.

Although the Tri-Valley, California has never been known for one thing that has brought it world acclaim like its counterparts in Napa and Sonoma (wine), Silicon Valley (high-tech), San Francisco (culture), or the Sierra foothills (history), it can be argued that the region combines the best of all of these other areas but without the accompanying downsides. It can be just as luxurious but more affordable; just as elegant but more casual; just as self-confident but more genuine. It’s the ideal destination for those who appreciate the niceties and amenities of life but without the high prices and hordes of tourists.

Part of the Tri-Valley’s charm is embodied in its historic downtown areas, which combine prototypical upscale suburban living with an Old West flavor. The region’s sense of community and reliance on Main Street values reflect a personality that is truthful, tolerant, and respectful of tradition. Unencumbered by long lines and over-commercialization, the Tri-Valley promises an intimate and leisurely experience made memorable for its graciousness and the personalized attention shown its guests.

The tagline created for Tri-Valley, California is “Our roots are showing.” It conveys a candor, confidence, and willingness to reveal the unvarnished truth about the region. The Tri-Valley is proud of its roots — its historic and agricultural past, its close sense of community, and its burgeoning wine industry. These are the roots that embody its unspoiled charm and authentic, small town experience. These roots are visible everywhere: in the region’s modesty and sincerity, its hospitality, and its lack of pretension. The Tri-Valley is the real deal, a “diamond in the rough,” and does not take itself too seriously. In a region whose roots are an honored tradition and reflect its relaxed way of life, the Tri-Valley, California experience can be described as nothing short of enriching and nothing less than authentic. 

Wisdom Spring

The Byline Group conducted a Brand Audit, Assessment & Analysis for Wisdom Spring, Inc., followed by the development of a slogan that reflected its new brand identity. 

Wisdom Spring is a non-profit organization committed to helping indigenous villagers and communities (mostly in Burkina Faso) survive and thrive by supplying them with clean drinking water and modern medicine, providing scholarships to those who have little or no opportunity to attend school, and educating them about achieving economic self-sufficiency and preventing the spread of AIDS. 

Beyond ensuring the physical survival of these communities, Wisdom Spring is also dedicated to honoring and preserving the culture, customs, rituals, and values of the Dagara people. Serving as a bridge between the materially rich West and the spiritually rich villages of Burkina Faso, one of Wisdom Spring’s key objectives is to support their traditional way of life by connecting them to markets and audiences abroad through workshops and exchange programs.       

As a bridge between the intuitive and the technological, Wisdom Spring is committed to erasing the divide between these two different worlds by sharing indigenous practices and rites of passage, creating a new model of community, and helping civilization heal itself in a healthy and sustainable manner. Unlike other non-profit organizations that dig wells in West Africa, Wisdom Spring takes a distinctively non-sectarian and intercultural approach to its work and mission. Its focus is on building community and sharing culture, and leveraging the knowledge gained to encourage the dissemination and acceptance of Dagara cosmology throughout the world.

Tagline Development Process

Brand Audit, Assessment & Analysis

Storyline Development