One of the most important components of market awareness is to ensure that your product name is relevant to the market and supports and gains strength from your company’s brand. The Kofax brand is globally recognizable, has equity in the software market and a supportive customer base. When introducing our RPA solution to the market one of our challenges is explaining the name of the product. At times this distracts from the fact that Kofax offers enterprise-scale Robotic Process Automation software with the most complete intelligent automation functionality on the market. This name challenge needed to be addressed.
For the past several years our RPA product has been known as Kapow. Though a fun name to say, it doesn’t harken to the what this product can provide to the customer. Additionally, Kofax is making the industry aware that we are an automation company. A strong brand campaign that kicked off this week is driving awareness that Kofax and its technologies Robotic Process Automation (RPA), Cognitive Capture, Process Orchestration, Advanced Analytics, Mobility and Engagement) empowers organizations to embrace automation to work like tomorrow.
To address our RPA product name challenge and how we can align with our automation strengths we had to have a conversation with the market about the existing name that went something like this:
‘Tis not known thy name as the leading RPA;
Thou art automation, though not Kapow.
What’s Kapow? It is nor bots, nor machine learning,
Nor CDA, nor desktop automation, nor any other part
Belonging to the leading RPA solution.
O, be some other name!
What’s in a name? That which we call a rose
By any other word would smell as sweet;
So Kapow would were it not Kapow call’d,
Retain that leading functionality which benefits customers
Owes without that title. Kapow, doff thy name,
And for that name which is not explicit
Make relevant to RPA and Work Like Tomorrow!
I take thee at thy word:
Call me but Kofax RPA, and I’ll be new baptized;
Henceforth I will be a strength for companies to Work Like Tomorrow.
Directly borrowed from the Bard himself (Shakespeare), this is a compelling argument. We now doff the name Kapow and henceforth be known as Kofax RPA.
This not only makes the product name more obvious to its purpose but aligns the product with the positioning strength of Kofax. With this week’s launch of our global rebranding campaign we will establish Kofax as an automation leader, supporting enterprise customers in ‘Working Like Tomorrow.” With the cognitive and machine learning functionality embedded in Kofax RPA, customers can achieve their automation ambition of a ‘tomorrow’ working state. This promise is simple, yet powerful, and we have proven that we can deliver. RPA with embedded AI technology and the ability to leverage other Kofax automation technologies such as process orchestration and advanced analytics, not only positions Kofax RPA as an Intelligent Automation platform but adds credence to Kofax RPA as a strength for companies to Work Like Tomorrow.