Business Builders Stories:
The Sage Customer Stories (2016-2019)

We turned to our inspiring customers to serve as brand ambassadors in our 2016 brand repositioning. Their stories brought our Business Builders vision to life. First in videos and later in print, digital and radio.

When we re-positioned the company with the Business Builders strategy in 2016, we turned to actual Sage customers, versus models/actors, to bring the Sage story to life with authenticity and grit. The promise of our positioning would ring hollow without the back-up of actual Sage customers woven in to our marketing and corporate materials. So, passport in hand, we set out to capture their stories. From Jakarta to Sydney, Santa Monica, Vancouver, Dublin, London, Paris, Frankfurt and on to Cape Town and Joburg, wherever a Sage customer would talk to us, we brought our interview questions plus video and still cameras. We captured the challenges, opportunities and celebrations endemic to entrepreneurs, whether they were small-town sole proprietors or captains of industry at global enterprises.

OUTCOME: The brand videos my team created from interviews with 45 customers in the first three years of the new brand formed the centerpiece of Sage’s global brand expression. By profiling business builders striving to fulfill their entrepreneurial ambitions, we generated terabytes of video content, photos, and recorded testimonials. These materials would go on to serve as central components of our Business Builder collateral, advertising, website, demand materials, social promotions, event videos, packaging and our annual reports.