Go To Market – Case – Demandware Rebranding
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While we looked at initial branding for startups here, in this case study we discuss a more mature example with Demandware, a company that is now past its IPO and was looking to rebrand to extend its leadership and position the company for continued growth.
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Go To Market – Case – Demandware Rebranding
- 1. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi Hi Harvard innovation lab #innovationlab @mjskok #startupsecrets www.mjskok.com START UP Case Example: Demandware SECRETS An insider’s guide to unfair competitive advantage Jamus Driscoll, SVP of Marketing Going to Market (GTM) MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
- 2. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi www.mjskok.com #innovationlab @mjskok #startupsecrets For context and more information: • The entire “Going to Market” presentation can be found here. 2
- 3. Branding Demandware Jamus Driscoll, SVP Marketing jdriscoll@demandware.com December 3, 2012 Copyright 2012 Demandware, Inc. - Confidential
- 4. The Demandware Branding Challenge & Change the Criteria Copyright 2012 Demandware, Inc. - Confidential
- 5. The Demandware Branding Challenge From To & Control of software Control of ecommerce The cost to install The cost to stay cutting edge Expense Revenue driver For mid-size companies For high-growth brands Our platform Your Brands Risk Confidence For visionaries For great marketers Copyright 2012 Demandware, Inc. - Confidential
- 6. The Demandware Opportunity Brand/ & Marketing eCommerce Technology Features Benefits Rewards Copyright 2012 Demandware, Inc. - Confidential
- 7. What It Meant • Demandware couldn’t differentiate on claims alone • Must go beyond rational and functional benefits • Address ambition • Speak the customer’s language • It’s not what we can do, it’s what the customer can do • Look and act like a marketing partner • Show, don’t just tell • Make it inspiring! Copyright 2012 Demandware, Inc. - Confidential
- 8. Brand Positioning It’s not just about how the customer feels about you It’s also about how you make the customer feel about herself Copyright 2012 Demandware, Inc. - Confidential
- 9. Stronger brands, faster, m The agility and ore profitable control to stay ahead growth and build my brand CEO/CMO Better economics over A more effective and the long term reliable business platform that frees up resources to higher- value uses E-COMMERCE FINANCE & IT
- 10. An industry leader to I ROCK!! watch A business CEO/CMO facilitator, not just a bean A real business counter enabler; creative problem-solver E-COMMERCE FINANCE & IT
- 11. What Does This Mean to Our Customer? The Demandware Brand Promise: Our customers can count on Demandware to help them drive their business – and their own careers – to their full potential. Copyright 2012 Demandware, Inc. - Confidential
- 12. How Does the Customer Benefit? Think It. Do It. No limits. No worries. No surprises. Copyright 2012 Demandware, Inc. - Confidential
- 13. Brand Promise Rests On Brand Attributes Innovation Simplicity Partnership Performance Automatic global Single platform: Business model World-class releases Multi-brand/ operating Multi-country/ * * environment Omni-channel Thought Innovation leadership * * eco-system Uptime/Security Transparent, * * inclusive * Customer- Link partners pricing focused Scalability * * innovation Community Extensible/ * Interoperable Customer * * panels Labs Integrated 3rd * party services Open cloud-based and apps services Copyright 2012 Demandware, Inc. - Confidential
- 14. Branding Applied 14 Copyright 2012 Demandware, Inc. - Confidential
- 15. 15 Copyright 2012 Demandware, Inc. - Confidential
- 16. 16 Copyright 2012 Demandware, Inc. - Confidential
- 17. Brand Positioning: Push For Reward Emotional Reward What does this mean to our customer? Benefits How does the customer benefit? What are we like to work with? Features What do we do? What problem do we solve? Why are we different and better? Rational Copyright 2012 Demandware, Inc. - Confidential
- 18. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi www.mjskok.com #innovationlab @mjskok #startupsecrets For context and more information: • The entire “Going to Market” presentation can be found here. 18
- 19. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi Hi Harvard innovation lab #innovationlab @mjskok #startupsecrets www.mjskok.com START UP SECRETS An insider’s guide to unfair competitive advantage Going to Market MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 19
Editor's Notes
- Here is our implementation of the brand in our website redesign. As you can see there are many different elements here. But, lets take a moment to discuss the different visual branding elements that will establish the new visual brand and how this relates back to the four pillars and core values.