BroadCastSoft could be thought of as sellers of empty space. Thatís because the company essentially locks digital media (such as software, music, video) onto the unused space of CDs and DVDs. Consumers who receive the discs can then purchase and unlock the content from the disc. But it was difficult to explain to our clients the intricate, behind-the-scenes technology and licensing relationships which made our product possible.

Cliff Joyce (prior to joining PureBlend) made our product much more tangible. He created a branded look for all of our material, then helped us focus the explanation of our business concept into a simple, easily digestible message. Suddenly, clients understood what we did, and started signing up.