Case Study:

3Dconnexion

Walt & Company has been 3Dconnexion’s public relations agency since 2007.

A pioneer in 3D software navigation devices, 3Dconnexion approached Walt & Company for help in generating industry brand recognition and establishing a positive, clear-cut leadership position in 3Dconnexion’s target vertical markets. As a wholly owned subsidiary of Logitech, an established, well-known provider of PC peripherals, 3Dconnexion faced a significant challenge. On one hand, it had the opportunity to leverage the Logitech brand to establish its own position. At the same time, it had to be careful not to dilute the Logitech image, create confusion in the marketplace, or become positioned simply as an “add-on” to the Logitech business. To address this challenge, Walt & Company worked with the 3Dconnexion marketing team to clearly define and position 3Dconnexion’s business and product line. This included communicating the scope, focus and target markets of the 3Dconnexion business, and highlighting the unique characteristics of its product line.

Results: The program successfully positioned 3Dconnexion professional and enthusiast products as ideal solutions for leading 3D applications, including Autodesk Inventor, SolidWorks, CATIA, Pro/ENGINEER, Solid Edge, Google Earth, and the Second Life Grid Platform. Our efforts generate a regular stream of positive reviews, news stories and analysis in horizontal CAD, and vertical application-specific media categories, among industry analysts, and across a wide range of user forums and blogs.