SurveyMonkey Misfires with Momentive Move

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.

By
Mike Geraci
|
November 12, 2021

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.

Subscribe to the blog.

Thank you! You have been subscribed.
Oops! Something went wrong while submitting the form.

More From the Blog

Unlock GTM: Accelerate Your Strategy With DRMG And AI In 5 Weeks

DRMG's New SBAI start-up activation sprint workshops are designed to reorient and align your teams, quickly. Our activation sprints leverage AI to translate your vast business knowledge base into actionable, strategic plans, making your go-to-market strategy not just faster, but smarter.

Read More →

The Quencher and the Damage Done

Buffett advised, "Buy commodities, sell brands." The new model is "Buy brands, sell commodities." Stanley is the case-study.

Read More →

CATEGORY STRATEGY STARTS HERE

Schedule an in-person clinic on DRMG's Category Strategy.
We'll send you a calendar link with available times.

Thank you! We'll get in touch with you soon.
Oops! Something went wrong while submitting the form.