Maxar

Seizing the power of legacy brands

Maxar, a satellite imagery business, is a company made up of established legacy brands, brought together under one brand. This combination of brands complicated the organization’s ability to message its proposition. Maxar needed a way to more clearly communicate what the brand stands for, what makes it unique and why people should choose to do business with them over competitors.

Because the various brands operated in different marketplaces, we conducted an in-depth competitive analysis of 14 brands. We then gathered internal perspectives from each of the lines of business about the Maxar brand through stakeholder interviews and an employee brand survey. With this understanding, we fielded a quantitative study within the government, commercial and non-profit markets. These insights revealed how the equities of the legacy brands could contribute to a stronger positioning for Maxar.