In business for a quarter-century, Hoboken NJ’s Cobalt Stages came to us for help competing with NYC’s best-known soundstages. It’s always challenging to take a small B2B shop and position it as a leader in its category. To grow awareness in a specific B2B sector, it’s not just a brand identity exercise, but a marketing exercise requiring a disciplined approach to targeting and audience building.
While redesigning Cobalt’s brand identity, our discovery phase revealed that several differentiators set Cobalt apart in their field. They offer motion control and virtual set technologies, which are in-demand on the East Coast, a region where these resources are rare. While most soundstages sell the stage and the equipment, Cobalt does more. They’re a real turnkey solution, which we defined their brand positioning: Soundstage Reimagined. To grow awareness in the Tri-State Area’s production community, our client had the guts to execute on a consistent content marketing program, coached by the brand x team.
Beyond the rebrand, our strategic marketing efforts have taken this soundstage from barely-on-the-radar to busier-than-ever. Fortune 500 brands and producers now put Cobalt on par with NYC’s high-end soundstages, and high-profile talent often requests to cross the river to work at “Hollywood on the Hudson.”