We've had our fill of "We're all in this together" TV ads. But back in March, I was touched by a commercial that really got me going. It had amazing voice-acting and perfect copy. But wait... This was GoDaddy! That seedy brand from the early 2000s. How'd they make that kind of transition? Here's how...
Category Process Challenges
I spent much of 2019 preparing my business for a new brand—one that would more clearly express the strong feelings that we have about brands that connect customers with experiences. Two weeks after our Leap-Day 2020 launch, the world shut down. It was like going head-first over my handlebars.
Category Brand Positioning
The coronavirus pandemic has brought most US businesses to a standstill. Our doors have closed and our employees are sheltering-in-place. When business revenue and personal incomes are suffering, is brand promotion insensitive? The answer is a little more complex than “yes” or “no”.