Here’s how to go inside this book, page by page…
Click here and See the full version (it’s worth the download wait)
Result
High-touch. Staying power. Brand authenticity. The books in this series differentiated the brand and solidified a “know thy customer” positioning and culture. Gave human context to what had been a cold, complex technology story. Background: Hyper growth from $80MM/100 employees to $2.1B valuation and 1500 employees in four years.
Business Challenge
Sprinklr, as a startup was at $80MM valuation and 100 employees. It had little to no branding, marketing or cultural/values in place. C-Level/BOD needed to be branded — to be seen and felt in the marketplace clearly, differently, to build awareness and sales and to attract investors for additional funding and to grow shareholder value.
Customer Insight
Decision makers and influencers in the purchase of a social-media platform needed to understand the value of Sprinklr’s story, but they were getting more tech-speak than human voice. When asked what business he felt they were in, the CEO stated that the brand was “…in the business of Social Media Management.” After listening, really listening between the lines to the customers, I answered: “The Business You are Really In is…Knowing Thy Customer” — which was gold to advertising platforms AND a beacon of hope/trust to customers that someone was really listening.
Strategy/Brand Positioning
Know thy Customer. So you can serve them better, and they can know and love you back. Jan’s We feel before we think neuroscience approach answered the silent nagging question in customers’ minds: Can I trust these people, this place, before I even begin to understand and trust their technology?
Creative Solution
High-quality, artfully bound books, featuring the photography of the great photo-journalist, Martin Usborne, with text edited from conversations of his raw interviews with real customers.Brand artifacts. Books, human touch points, picked up in the brand’s office, bespoke and speaking to its values and culture. This one is Tina Campanella’s story.
Here’s how to go inside this book, page by page…to see if you feel what the customers felt: authenticity.
Click here and See the full version (it’s worth the download wait)
To set up a meeting and learn more, contact janzlotnick@gmail.com