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.
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
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
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.