Positioning for Success
A provider of application management appliances, nLayers approached Kulesa Faul in “stealth” mode, seeking an agency to launch its flagship product and put the company on the map. Kulesa Faul’s challenge was to introduce nLayers to the IT industry in a way that immediately established the product’s credibility within a highly competitive emerging technology market. Kulesa Faul conducted a comprehensive perception audit, market analysis and positioning workshop to fine-tune and differentiate the company’s messages for a crowded market.

Results: Kulesa Faul launched nLayers and its new flagship appliance to press and analysts via a high-impact national media tour, resulting in coverage in Optimize, InformationWeek, Computerworld, eWeek, InfoWorld and Network World. Kulesa Faul cultivated close relationships with analysts to follow industry trends, competition and market perception, in order to refine the company’s messaging as the market evolved and position the company most favorably. nLayers was featured in Network Computing’s September 2005 comparative review of BSM tools, where the company won “Best Value Award” for its price performance combination. nLayers was acquired in 2006 by EMC.