Led by an agile-philosophy and industry-leading approach to software development, Rally was primed and ready to expand its portfolio into business agility solutions encompassing services. However, the Rally brand needed to convey these additions across a range of audiences, from developers to c-suite. A deep dive with the team, customers and prospects delivered insights that paved the way for creation of the new positioning. A messaging strategy was infused into the revitalized brand architecture revealing new dimensions of Rally’s agile value. The launched brand delivered on Wall Street’s expectations—the company was acquired within 90 days for $480 million.