Mercury Interactive had everything going for it: strong market penetration, leading market share, strong presence in the U.S. and Europe, a diverse product line, and plans to expand globally. There was only one problem, the company looked small. Mercury’s generic brand identity limited its ability to stand out, be taken seriously, and to grow to the next phase. The company turned to Michael Patrick Partners in its time of need and a beautiful partnership was born. Based on Mercury’s global strategy, we were able to completely transform and revitalize the company’s brand to support its new positioning and ensure sensitivity to global markets. Over a period of 6 years we continually refreshed Mercury’s brand identity, enabled the company to sustain market momentum, successfully differentiate new products, gain market share, become the market’s clear leader, and much, much more.