A B2B tech brand re-defines leadership in its category.
Defining the strategic direction and brand story to differentiate and lead the category.
Services
- Corporate Strategy
- Brand Strategy
- Brand Positioning
- Messaging Platform
- Product Positioning
Jumpshot faced a challenge common at many startups: their business had evolved so rapidly that they hadn’t fully defined themselves. This meant others – customers, analysts, and competitors – defined their offering for them. They saw Jumpshot as another undifferentiated player in a crowded marketing analytics category. Jumpshot’s perception problem limited growth and kept customers from understanding the company’s value.
Jumpshot knew their capabilities and assets were powerful – beyond “adtech” or “martech”. They considered developing a new category, but were wary of the costs. Working with their executive team, we identified the most interesting aspects of the category and helped them focus on the value and the differentiation they could offer.
With this strategic framework in place, we crafted a new positioning and messaging that elevated their position. Now every employee can articulate Jumpshot’s reason for being and business value: Jumpshot is the only company that unlocks walled-garden data to empower marketers to target and expand their customer base.
What We Learned Along the Way
Business strategy before brand strategy.
Great brands have clear stories that they tell consistently. It’s who they are, what they do, and what they believe. But in order to tell the right story, you must know where you’re headed. That’s why step one is getting the team aligned on the business strategy.
A clear playbook creates consistency.
One of the biggest obstacles to successful branding is inconsistency. The solution? A messaging playbook that keeps everyone – from the CEO to Customer Support – on message and on brand.
Timing matters.
It’s common for clients, especially startups, to want to kick-off new brand initiatives ASAP. After all, ‘time to market’ matters! But it’s smart to hit the pause button and get all the right players, including planned new executives, on board to avoid backtracking later.
Experience that Works
Listen to external voices.
Hearing directly from customers and investors can yield unrealized insights about your brand’s strengths and weaknesses. When we engaged with Jumpshot, taking the time to interview honest external audiences was well worth the effort.
Live your values.
Many of the prospective customers we spoke to had a great deal of distrust in companies that track user behavior. It’s why we made a point of explaining how Jumpshot “plays by the rules”.
Analogies are powerful problem solvers.
Tech marketing is often jargon-heavy. Jumpshot was struggling to explain its offering in terms anyone could understand. The solution? An analogy: “Jumpshot gives you access to the world’s biggest focus group.”
Identify your superpower – and shout it out.
Jumpshot solves a huge problem: they help advertisers know what people do in the internet’s “biggest walled gardens” like Facebook, Amazon, and Google. By honing in on this significant differentiator, Jumpshot was able to elevate its position in a commoditized industry.
Recent Work
Bringing a people-centered brand into a digital-first, product-led future.
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