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 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.
1,200 private companies are expected to run out of money next year. So, why should differentiation be the new survival instinct for B2B SaaS
Read More →“...can a brand campaign generate sales, increase profit and build brand? Yes. Can a direct response campaign generate sales, increase profit and build brand? Yes. Can any campaign generate sales, increase profit and build brand? Yes.”
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