Challenge: E INK Corporation, founded by a group of MIT students, is the leading developer of electronic ink technology. E INK partnered with Greenberg, Seronick, O’Leary & Partners, and Plan-it to help understand interest in the concept and help develop a brand platform for E INK.
Objective: To test the viability of the technology among the key target audience of retailers.
Solution: Phase I included “naming” brainstorming with the MIT founders, in phase II, exploratory work among retailer decision-makers was conducted to better understand key drivers and barriers to using E INK technology, and evaluate potential names for the product.
Result: Plan-it provided input for the development of communications and how to most effectively sell E INK to potential users. Additionally, Plan-it worked with E INK and GSOP to develop potential names for E INK’s first product, now known as Ink-In-Motion™. Over time, the company has received many awards and has been featured in a number of publications including Fortune’s “Cool Companies,” Industry Week’s “Technology Year,” and Popular Science’s “Best of What’s New.” Today, E INK’s technology is used for handheld devices, PC-accessories, clocks, and public information displays and promotional signs. Additionally, E INK mass manufactures high-resolution displays for several electronic books, including the Amazon Kindle & Sony Reader, as well as for signage, watches and other portable devices.