Our relationship with ABTV dates back to 2006. During the first 10 years of our relationship, ABTV had been primarily focused on turning around troubled organizations. In fact, the original four founders of ABTV were pioneers in the development of the turnaround management industry. In 2016, however, when the last two founders retired, the new owners repositioned the organization as a more diverse business and financial advisory firm, and we worked with them to introduce their new strategic direction with a revamped corporate identity.
New Name & Logo – Founded as Anderson Bauman Tourtellot Vos, but largely known to its customers and peers as ABTV, we helped the company formally rebrand as ABTV, which represented a new direction while nodding to the firm’s history. In that same spirit, we developed a new, contemporary logo that retains the red and black colors of its original identity for the purpose of providing continuity.
Public Relations Support – We worked closely with ABTV to distribute information to the press explaining the company’s new strategic direction and rebranding, representing the firm with industry and business media contacts.
New Website – To reflect the company’s new direction, we developed an updated, responsive website — www.abtv.com— that highlights ABTV’s differentiators, including its team of professionals, deep industry expertise, and expanded range of service offerings. We helped ABTV define its ability to offer clients the Insight, Instinct and Influence that comes from deep experience and industry knowledge. This theme is introduced up front on the home page and reinforced throughout the site.
Communicating New Services – In addition to expanded service offerings, ABTV has developed four new specialty practice areas that reflect the expertise of their professionals in healthcare, higher education, real estate and the nonprofit sector. We created a series of sales support materials to help the firm communicate the range of services they now offer clients. Prospects can also find out more in a dedicated services overview area of the new site.