Challenging a Leader with a Bold Strategy

  • Technology
  • Campaign
  • Web & Mobile
SugarCRM provides an innovative and affordable way for businesses to create amazing customer relationships. Though loved by their customers, they were overshadowed by Salesforce. Our brand strategy team jumped at the opportunity to help this challenger brand steal market share from the industry leader.


SugarCRM’s brand and website needed a complete overhaul to better showcase its value proposition to customers. Each of our departments joined forces to show why Sugar is better than Salesforce in every way. Our strategists positioned SugarCRM as the tenacious and innovative underdog, the UX team showcased content and features that supported their challenger brand status, and our creatives redesigned the brand to stand out from the stale competition.


Using a proprietary Propane method, we discovered that SugarCRM was allowing Salesforce to control the conversion funnel. With a new content plan, SugarCRM can now provide content that satisfies all funnel areas including top, middle, and bottom. For the first time, prospects of all sizes (small, medium, large, and Venti) could clearly see why they should choose Sugar as their enterprise solution.


We developed an elegant, flexible, and foolproof framework for housing their new challenger content. The scalable design and clean user interface worked seamlessly across all devices and their redesigned brand was extended to graphics across all marketing channels including SugarCon, their premier annual event.

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