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Asset management isn’t a category that often gets people’s attention—until something goes wrong. A failed transformer, a ruptured sewer line, an outdated circuit breaker in a high-rise. These moments define risk, and organizations that don’t plan for them are left scrambling when systems fail.
NexGen is changing that. They are the only future-first, strategy-led asset management solution built for enterprises that can’t afford inefficiency, mismanagement, or costly repairs. Their platform doesn’t just log assets; it provides intelligence—helping businesses, municipalities, and utility providers make smarter, data-backed decisions that prevent issues before they happen.
Watson partnered with NexGen to sharpen its positioning, refine its brand identity, and build a marketing engine that could take its message to the industries that needed it most.
Asset management is a broad and complex category. The challenge was not just to tell people what NexGen does, but to change the way they think about their infrastructure, their technology, and their future.
Watson started with deep discovery—mapping out NexGen’s competitors, market position, and the pain points of their core audiences. Facility managers, engineers, government agencies, and corporate enterprises all had different reasons for needing asset management intelligence, but they shared one common frustration: their current systems weren’t built for what’s next.
From this insight, we built a clear, differentiated brand message:
NexGen is the only asset management system built for the future—turning risk into growth, breaking down silos, and safeguarding budgets.
With a refined positioning in place, Watson executed a full-scale brand transformation for NexGen. The visual identity was modernized to reflect the precision, intelligence, and future-first nature of the platform. Clean, bold typography, an evolved color system, and a more intuitive user experience across digital platforms reinforced NexGen’s authority in the space.
Manifesto:
To those sticklers for details. To those strategy wonks. To those watching data in their sleep—isolating signals from noise, making order out of disorder, and dismantling systemic disfunction.
To those fed up with silos and resistance to knowledge-sharing. To those waiting to transform asset management and lifecycle planning into true intelligence and organizational action.
You are rising. NEXGEN is rising with you.
The only future-first, strategy-led CMMS, NEXGEN gives you the power to smash through obstructions, turn risk into reward, and collapse the distance between now and tomorrow.
Intelligence, innovation, and influence. Are you ready to implement meaningful, strategic change across the breadth of your organization?
NEXGEN NOW.
Messaging was elevated to cut through the noise. The campaign wasn’t about asset tracking—it was about the power of real data, real solutions, and real results. The “Asset the Future” tagline became the cornerstone of the brand, embodying NexGen’s mission to help organizations stay ahead of failures, inefficiencies, and costly disruptions.
NexGen’s impact isn’t theoretical—it’s measurable. Watson worked alongside NexGen to help land one of the biggest enterprise clients in the world: Facebook.
Facebook’s infrastructure operates at a scale most companies will never experience. With over 200 facilities worldwide and thousands of assets in constant motion, their teams needed a unified asset management system that could handle real-time tracking, predictive maintenance, and automated workflows.
NexGen outperformed competing solutions, offering scalability, AI-powered forecasting, and seamless integrations. The result? A standardized asset management system across Facebook’s global operations, providing real-time visibility into over 7,500 assets and automating over 170,000 work orders annually.
The financial impact was just as powerful. In 2020 alone, NexGen helped Facebook save $49.9 million through optimized asset performance, preventive maintenance, and reduced operational downtime.
Landing enterprise clients like Facebook wasn’t luck—it was strategy. Watson built and executed multi-channel marketing campaigns that targeted industry leaders, procurement teams, and decision-makers responsible for large-scale infrastructure.
Watson helped NexGen establish itself as an industry leader by developing insight-driven content—white papers, executive thought leadership, and speaking engagements at key conferences.
With a precision-focused paid media plan, Watson ensured NexGen’s message reached the right people at the right time. This included:
Watson developed a robust content strategy to keep NexGen top-of-mind. Monthly content, video storytelling, case studies, and high-impact landing pages were all part of the effort to convert awareness into action. The result? A measurable increase in qualified leads, demo requests, and enterprise sales pipeline growth.
The work isn’t done. NexGen continues to expand its market share, rolling out new AI-driven features and deepening its impact across industries that rely on mission-critical infrastructure. Watson remains a key partner in this journey—building brand momentum, driving digital strategy, and ensuring NexGen remains the gold standard in asset intelligence.
NexGen isn’t just another asset management tool. It’s a category-defining intelligence platform that empowers companies to make smarter decisions, prevent failures, and build for what’s next. From branding to enterprise campaigns, Watson helped shape the voice, the vision, and the market presence that are driving NexGen’s continued success.
The future of asset management has arrived. NexGen is leading the way.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
