Challenge

Starting out as a provider of bomb dogs in the United States, Michael Stapleton Associates had expanded its services over the past two decades to include a full suite of security services and specialized training to the private and public sectors.

MSA's unique blend of training and technology centered around hands-on experts from high-ranking police, military, and agency backgrounds, provided clients with an unsurpassed resource to mitigate the threat of business disruption, and to protect personnel and property.

Despite the growing industry and demand for services, MSA had difficulty breaking away from its perception as 'the bomb dog company' by the wider security community, which limited sales and in-turn hampered the growth of the company.

Results

In-depth research and interviews by The James Group revealed that the motivations behind client's purchase decisions were no longer "Are we protected?" The question was now "Is our business safe from unnecessary interruption?"

The James Group rebranded Michael Stapleton Associates by first changing its name to MSA Security, to reinforce its focus on the security service offering, and repositioned the company as one that protected clients' business continuity. This was further supported by the tagline "In the Business of Business-as-Usual."

Since the rebranding of MSA Security, the company has experienced substantial growth internationally and established a subsidary, MSA Gulf in Abu Dhabi, United Arab Emirates to meet the increasing needs of its global clients.

Services for MSA Security

Brand Positioning and Strategy, Logo, Tagline, Print and Digital Advertising Campaign, Marketing Collateral

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com