Brand Development · Messaging

Corporate messaging needs a refresh with expanded product line - recommendations?

Surag Patel Global Product & Marketing Executive, Entrepreneur & Innovator

April 9th, 2016

We've been pretty successful with our first product in market over the last 1.5 years and are now bringing to market a new product that is a substantial extension to our vision. Does anyone recommend a consultant or very reasonably priced agency who can help us with revisiting our corporate (and potentially product level) messaging from the tagline down to value propositions by customer?

We're ready to do much of the legwork, but want some expert guidance to make sure we don't get stuck in the weeds & can resolve differing opinions across the team.

Also, any advice as we go through this process?

We're a B2B enterprise software security product based in the SF Bay Area.
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Bhanu Prakash Valluri Co-Founder & CEO at Mobiport Inc

April 13th, 2016

Hi Surag,

I come from a similar background as you and have experience in building enterprise security products.

I would like to stress a couple of points
  1. Be it agency or consultant, look for similar assignments in the past as you know how specific is enterprise security and that too SAAS
  2. As far as I know, you have a unique line of products heavily depending on some of the latest technologies, IAST or RASP. So I feel its better your corporate communication strategy revolves around demonstrating these innovations
  3. If you zoom out, you are actually protecting stuff rather than just detecting. So tagline around this is what should catch the customers attention
  4. You already know your focus groups. So having an individual strategy for these specific groups(of course calculating the ROI) must help.
  5. In security, its brand and trust that sells more that anything else. So it is better that every communication include real work acknowledged scenarios where the value is clearly visible
  6. Speed in security is your strength and I guess you have some taglines around it already
  7. More details about what you extended can help me articulate more
P.S I am not a corporate messaging agency as part of a enterprise security startup I am involved in sending the right message across.

Steve Shapiro Managing Partner at eHealth Ventures LLC

April 9th, 2016

Surag:  I can recommend Marv Steigman, CEO of The Steigman Group.  He has extensive experience in technology branding for more years than he would want me to say. Not sure if you are based in India, but Marv lived in India in the late 1990's running a cellular phone company.  His email is Marv@steigman.com  Good luck.

Rod Swanson Managing Director at Swanson Consulting LLC

April 9th, 2016

Hi Surag,

Brand communications was one of my responsibilities at EA for years. I just met yesterday with Phil Batatt founder of Brand Zoo http://www.brandzoo.com. I hired Phil to work with EA when he was a senior strategist at Landor Associates. Brand Zoo delivers decades of brand communciation experience with a new collaborative and nimble process. Well worth your time to contact them.

Best,

Rod



Elese MSP ✭Project Specialist✭ Project and Program Management Expert | Developing the People Side of Projects to Get Results

April 10th, 2016

I brought in Office of Awesome to work with a start up client after he fired two previous agencies. I can't recommend them highly enough.We got outstanding results and their approach on strategy and messaging was the best I've ever seen. They worked with him on price too. Leah@officeofawesome.

Udhaya Padmanabhan CXO/Head of UX - Omnichannel. Investor, Strategist, Demand Architect. Problem Solver.

April 10th, 2016

Hi Surag,

Will be more than happy to chip-in. Check out my Linkedin profile and lets connect.

UKP

Theresa Marcroft Marketing Strategist / CMO / Interim VP Marketing

April 9th, 2016

Surag, this is what i do with small tech companies.  I specialize in positioning and messaging. Trained at Regis McKenna Inc when they were the only game in town for high tech marketing, and worked directly with Geoff Moore, author of Crossing the Chasm. Please check out my site, www.Market-Savvy.com and the customer testimonials page:  http://www.market-savvy.com/clients/. 
Let me know if you would like to take advantage of my no-cost 20 minute consultation before starting the project.
Thanks,
Theresa Marcroft
408 656 1876

Mike Maney Global Brand and Communications Executive

April 9th, 2016

Surag, I built part of my communications consulting practice on just this need. Take a look (maneydigital.com ) and let me know if you’d like to talk more. Mike

Manu

April 9th, 2016

Surag,
What is your product target market?
Manu

AKBAR JAFFER Enterprise Software Product Marketing and Marketing Technology Executive

April 9th, 2016

Hi Surag,

I have years of experience helping both B2C and B2B companies with their overall product strategy, positioning, messaging, pricing, and overall branding. I am happy to chat with you at your earliest to see how I can help.

Regards
Akbar

Chicke Fitzgerald

April 9th, 2016

I have 20 years experience advising companies that sell or leverage tech to marry buyers and sellers.  If you have a B2B aspect of your product, we specialize in B2B.