SurveyMonkey took the Google --> Alphabet approach to expansion, instead of the Mailchimp --> Mailchimp approach. Now the company has two, conjoined brands to support and promote, and in doing so have created what's known as the Siamese Twins conundrum.
In Episode 5 of The SaaS Brand Strategy Show, we tear down the pros/cons of SurveyMonkey's misguided growth naming strategy.
SurveyMonkey took the Google --> Alphabet approach to expansion, instead of the Mailchimp --> Mailchimp approach. Now the company has two, conjoined brands to support and promote, and in doing so have created what's known as the Siamese Twins conundrum.
In Episode 5 of The SaaS Brand Strategy Show, we:
- Discuss the pros/cons of the SurveyMonkey --> Momentive move
- Identify the number one question that needs to be answered before you rename, plus what makes a good/bad name.
- Discover (while recording) that SurveyMonkey's CMO has moved on just four months after the new initiative launched.
- Discuss the challenges that now exist across brands, products, and positions
- Wonder what's wrong with Fun as a brand attribute in enterprise.
- Provide advice on moves to fix the mess.
Sales, and how meaning beyond product performance drives sales, is ultimately the key outcome we are after, and there has to be a way to connect meaning with sales. By aligning the organization around the SuperPowers and figuring out how and why the world needs them, you establish a distinct, ownable, and scalable culture of innovation, service, and value. This ultimately becomes the story your customers will tell and sell about you.
Read More →First in a series on SaaS Soul. Soul requires boundaries in which truth can emerge by establishing context. Without constraints there are unlimited options. Without guardrails, the process becomes susceptible to sliding into well-worn ruts that feel more comfortable, less risky, more conventional. Happy crap.
Read More →Schedule an in-person clinic on DRMG's SaaS Brand Strategy.
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