Background:
In 2011, I was recruited from HID Global to join Procon GPS and worked closely with the CMO to lead a comprehensive rebranding effort, transforming the company into Spireon, Inc. This shift marked a transition from a “house of brands” to a cohesive “branded house,” unifying the company’s portfolio under a single identity.
Challenges:
- Develop a unique brand identity to stand out in the competitive telematics and IoT market.
- Align the corporate vision under a cohesive strategy.
- Build a high-performing marketing team to execute integrated campaigns.
- Maintain leadership in the Buy-Here Pay-Here Automotive space while expanding into new markets.
Actions Taken:
- Strategic Rebranding:
- Created the name “Spireon” to symbolize aspiration and progress, combining “spire” (reaching the pinnacle) with “on” (continued ambition).
- Developed a distinctive logo to stand alone as a recognizable mark.
- Corporate Identity Creation:
- Designed the NSpire IoT platform as the technological backbone of the rebrand.
- Built a cohesive visual identity with a royal blue and black color palette to represent trust, dependability, and authority.
- Team and Product Growth:
- Built and led an integrated marketing team of 7 employees to drive campaigns and product launches.
- Transformed the fleet product into the fastest-growing transportation platform.
- Market Leadership:
- Sustained leadership in the Buy-Here Pay-Here Automotive space.
- Supported brand positioning through thought leadership and industry engagement.
“Corinna inspires the Spireon marketing team, and unifies the entire organization while relentlessly scaling a very competitive GPS marketplace.”
– Paul Leasure, Developer, Spireon
Results:
- Successfully launched Spireon, Inc., positioning it as an aspirational leader in telematics.
- Won the Compass Intelligence “A-List Award” for Vehicle Telematics Leadership and Innovation.
- Enhanced market presence, culminating in the company’s acquisition.
I have been instrumental in helping Spireon capture the following awards:
• 2013 M2M Evolution’s Best Business & Intelligence platform
• 2014 CES Best Automotive Collateral Management platform
• 2014 Best Asset Management platform
• 2014 & 2015 recognitions for top 20 automotive tech solution providers and company of the month
• 2015 finalist for TU-Automotive awards.
Summary:
This case study demonstrates my ability to lead transformative rebranding efforts, establish market leadership, and build high-performing teams. I consistently deliver results through strategic vision, integrated marketing, and innovative brand development.