Repositioning a Startup and Defining a New Category in 90 Days

Uplogix (now Lantronix) had reinvented its flagship offering to address a growing enterprise pain point: managing remote and distributed networks without costly onsite technician visits. The company had introduced an entirely new approach: a secure remote management platform that combined hardware and software capabilities unlike anything else in the market.

The problem? Analysts, media, and buyers still viewed Uplogix through the lens of its previous identity. To gain traction, the company needed to simultaneously redefine how the market perceived its business and educate influencers on a category that didn’t yet exist.

The Strategy

Dana developed an integrated communications strategy designed to accelerate category creation and reposition Uplogix as the leader of this emerging space.

The program focused on:

• Reframing Uplogix’s narrative around measurable business value and operational savings.
• Building messaging that translated technical innovation into executive-level outcomes.
• Educating media and industry influencers on the market problem Uplogix solved.
• Securing targeted thought leadership and product coverage to establish credibility.
• Creating momentum through a concentrated outreach effort designed to rapidly shift perception.

The Results

Within just three months, the campaign successfully transformed awareness and market understanding.

• 90 high-quality media articles secured.
• New market category established within 90 days: co-located secure remote management (SRM).
• 35% increase in PR-driven leads supporting revenue growth.
• Shifted influencer and buyer perception from product awareness to category leadership.
• Positioned Uplogix as the defining voice in a market it helped create.