OIC's strategic brand development process enabled Serena to develop their brand to be consistent with the vision, voice, and value they provide for their customers. In doing so, OIC helped Serena signal a change to the industry, their competitors, employees, analysts, and channel partners—a point of demarcation for Serena as the industry leader in defining and establishing Change Governance as a category, and an opportunity to bring cohesion to a fractured identity. The identity that OIC helped Serena develop speaks to changing the nature of business, and to understanding change in a new way that can be leveraged and harnessed for extraordinarily positive outcomes.