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How To Rebrand?

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By Philippe de La Chevasnerie (https://www.linkedin.com/in/delachevasneriephilippe/), CEO at papernest (https://www.papernest.com/)

papernest is one of those startups addressing a problem we’ve all experienced as painful for a long time: moving. You know all the paperwork and procedures you have to go through for your contracts (insurance, electricity, gas, internet, TV, phone)? They simplify it.

The startup was previously called Souscritoo, a pretty French name, and then they decided to rebrand everything two years ago to change their culture and get aligned with their ambition to become a global company.

Published in: Business
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How To Rebrand?

  1. 1. How to REBRAND ?
  2. 2. papernest
  3. 3. papernest Philippe, CEO & co-founder
  4. 4. CONTRACTS ARE HELL THIS IS TRUE ALONG THEIR ENTIRE LIFE CYCLE: SUBSCRIPTION, MANAGEMENT, CANCELLATION ESPECIALLY WHEN MOVING
  5. 5. Acquisition & onboarding One-time data collection 1-click subscriptions Subscription updates How it works 1-click cancellation
  6. 6. French brand International platform Transparent brand Lasting impression Unknown service Trustworthy brand
  7. 7. Why to rebrand? French only Little brand impact Brand created with no client knowledge
  8. 8. Why souscritoo in the first place ? Prioritization Lean Founders background
  9. 9. Rebranding goal International Explaining unknown product Generate internal engagement
  10. 10. What is a brand ? “Brand is simply a perception [people] have about a product” Elon Musk “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another” Seth Godin “Your brand is what other people say about you when you’re not in the room” Jeff Bezos
  11. 11. Brand, product & customer experience
  12. 12. Rebranding kickoff Brief Naming Brand platform
  13. 13. Rebranding execution Redesign Product revamp Launch
  14. 14. Story 1Iterations
  15. 15. Be bold
  16. 16. Stand out
  17. 17. No eureka moment
  18. 18. Founder role What kind of founder are you ? Make sure your goals are fulfilled
  19. 19. Decision making Task force vs. collegial process Avoid consensus
  20. 20. Rebranding impact 70% 12-month name recall No more trust issues Improved referal International platform
  21. 21. Questions

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