A category leader, FASER wanted to make more of its category.

Gibbons | Peck:

• Created positioning that “changed the game.” Rather than the narrow “energy accounting” category, Gibbons | Peck referred to FASER as “Energy Information” software. A new and more relevant category.
• Established FASER as part of brand-new category, Gibbons | Peck positioned it not only as the leader, but as the “expert,” using the positioning line, “Energy Information Expert.”
• Illustrated key features and benefits, the collateral featured startling, close-up visuals of symbolic objects.

Results: A new category was created, with FASER as the de facto leader, that was purchased as part of ENRON.