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.
Husky Motorcycles Built by Jake Hobbs of Utah
Read More →Today (and maybe today only) let's think of a business like an amoeba. For those who no longer remember their 8th grade biology, an amoeba is a single-celled microbe that moves about by extending fingerlike projections called pseudopods and are controlled by a nucleus. They are either free-living in damp environments or they are parasites. While the essential nucleus of the cell remains fixed and protected, the pseudopods extend and contract in response to changes in the environments, both internal and external.
Read More →Schedule an in-person clinic on DRMG's SaaS Brand Strategy.
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