CASE STUDY
ENVIIBE: THE PIVOT
THE CHALLENGE
Social Analytics & Technology start-up 30db Inc. asked the Curt Doty Company to rebrand as it prepared to enter the marketplace and seek new investment for growth. Goals: devise a new company identity to position it for maximum awareness and revenue. The original concept of “30db” defined the company literally as “the level of a whisper in decibels”. This metaphor runs sharply counter to the company’s actual mission, which seeks to understand and communicate what people are actually saying, as social-media comments become a din - rather than whisper.
The Mission Evolution: algorithmic and AI/data analyses of social sentiment to “turn noise into news” – in REAL TIME – with engaging interactive products.
The Marketing Goal was sharpened: “what matters most to YOU in news, sports, business and entertainment… online, on mobile and on air...moment by moment.”
The Business Objective was focused: increase the company’s real value to consumers and B-to-B clients by driving acquisition and retention – and thereby increase advertising and licensing revenue.
The Result: a major business innovation in social-driven global media across any screen.
THE NAME
We wanted to tap into the pulse of the nation (and the world) that says, “Must SEE” what social is saying right now; a name that is evocative of news through the lens of social sentiment and data analytics. A world that speaks to a unique new medium. Topvibe was a contender but any name with the word Vibe in it was already taken in a URL search. An idea emerged to repeat the “i” and pursue multiple variations. The repetitive “I” was an opportunity to own the name, the idea, and a new logo. We conceived a name that was a mashup of emotion and action: enViibe. The “en” points to “engage” – a key objective for advertising driven content. It further points to “envision” and “enlighten” – a new way for consumers to think about the social “wisdom of the crowd” and the relentless search for “truth.” It also invokes “entertainment” for consumers motivated to click because the company’s products provide unique interactive and immediate spot-on information about news, sports, money, and popular culture.
THE CONCEPT
With the double “I” as a central theme in the mark, we wanted to create a connection, or synergy between the ‘i’s.” By using the dots of the I’s we could allude to personification. The final concept was to morph the 2 dots into 3, creating a venn diagram symbolizing the coming together of tech, social and research.
THE MARK
A clean, sans serif approach with customization to the logotype, created an ownable and colorful mark that was strong and stylish.
THE BRAND
Working closely with the enViibe Chief Marketing Officer, Curt executed the initial investment and sales presentations which clarified the positioning, the suite of products, and the importance of the new company in the 21st century global marketplace.
INVESTMENT DECK
THE PRODUCTS
Initial concepts around the product offering centered around the UX of a mobile app, with a supposition that enViibe was a consumer facing news source. Strategically, this was put on hold to pursue an embedded ad module offering that rivaled the likes of Contently, OutBrain, and Taboola – a more than $2 billion market in recommended content that digital publishing clients and advertising brands find increasingly lacking in quality and user retention. enViibe dramatically changes the game, offering accuracy in real-time with next generation technology for any screen. Think “The Big Board” on television. Think video advertising with 10X higher CPM’s than graphic banners. Think the explosion of mobile devices worldwide.
THE POSITION
enViibe redefines the process and presentation of news. We are a powerful new lens into people’s reactions to the news shaping our world. Driven by artificial intelligence, enViibe analyzes social media and journalism from many sources. What rapidly rises to the top are social sentiments and insights about what matters most NOW - breaking news, business, sports and entertainment.
THE B2B WEBSITE
The next task for us was to bring to life, the brand and product offering in a B2B website. The site architecture focuses on benefit-driven copy that applies to three distinct groups: Consumers; Brands; and Publishers.
“enViibe’s novel approach, which analyses news through a unique new AI-driven lens of social sentiment has proven to be highly accurate in breaking news, sports and entertainment – as well as tracking the most important political stories of our time,” says enViibe CEO Greg D’Alba. enViibe CMO Stacy Jolna adds: “Polls in the last two presidential elections frequently got it wrong. enViibe’s social analysis got it right... in real-time.”
“The polling industry doesn’t measure public opinion – it produces it.”
“Comedy has become more relevant than polling.”
THE RESULTS
News organizations have responded overwhelmingly to this new approach to understanding the zeitgeist of understanding social sentiment and there are numerous studies underway.
“I have been a news geek since my early days at ABC News and launching Newsrooms in Germany. I am proud to have been asked to help define and refine the presentation of news through this very specific lens. The technology is fantastic and immediate.”
“Curt is a solid pro with exceptional collaborative DNA and world-class creative execution,” Says enViibe marketing executive Jolna. “His breadth of branding experience infuses his design work with marketing intelligence and his marketing work with design and technology creativity.”
ADDENDUM
If you need this type of consulting or this modeling for brand positioning through my paid consultancy. Click Here.
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Credits
Unsplash
Special Thanks to
Stacy Jolna
Howard Kaushansky
Greg D’Alba
Christopher Magee
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