Leadership
All Chief Marketing Officers know strategic branding projects are high stakes projects. You’ve received the executive leadership team's blessing and secured a budget. Now the real work begins. A new brand, you recognize, has the power to help your company grow and scale—not to mention surpass
messaging
When you hear the same chord played over and over, eventually it starts to sound a little stale. The same goes for messaging. When your organization relies on one narrow collection of messages—hitting the same note again and again—your customers can become tonedeaf to what you’re really
Strategy
It’s a zoo out there. The blockchain bonanza is in full effect. A technology that started on the fringes now finds itself firmly in the mainstream, bringing with it the promise to transform enterprises, upend industries, and forever change the world as we know it. In the decade or
Positioning
We evolve and build brands from the inside out. This same ethos also applies to how we create messaging—more specifically, how we’ve historically approached brand mantras and taglines. But as we look across the marketplace and see what our clients need from their messaging, we’ve seen a
Storytelling
Story time. A while back, during a conversation deep into a project with an enterprise-level client, a senior executive gave our team a glimpse into the sad state of tech marketing today. “Everyone copies each other,” he admitted. “A guy I know at one of our biggest competitors told me
Strategy
Every New Kinder hears the same handful of questions all the time: “What is branding, even?!” “What’s the difference between branding and marketing? Public relations? Campaigns?” “How do all of these pieces fit together (and why am I paying for all of them)?” As a tech marketer, you’re
New Kind News
Today New Kind turns 10. Birthdays and anniversaries make for natural moments of reflection. Taking time to look back on the roads that led us here. Turning to the future to see where we might go. We’ve experienced first-hand how impact-oriented thinking has reshaped how businesses operate—the pursuit
Brand Community
New Kind takes an open source-inspired approach to everything we do. Building brands that align, inspire, compete, and scale. It's a collaborative way to look at branding rooted in our own history, starting with our founders and the important roles they played in shaping the brand, design, culture,
Company Culture
Your company has a vision, right? One that’s well-defined? Owned and understood by your whole team? Helping guide your business forward? Sure! Probably… Maybe? Uh oh. Don’t panic. You’re not alone. Many organizations focus a lot on their mission (and don’t get me wrong, that’s
Company Culture
In part one of our series on creating culture in tech companies, we shared three challenges that HR leaders face when it comes to attracting and retaining top talent. High costs of attrition, fierce hiring competition, and the call for work that aligns with employees’ personal values have made the
Company Culture
If I asked you to recite your company values right now, could you? . . . If not, you're missing out on a powerful tool for shaping company strategy. Of course, your values articulate what you care about as an organization. They can also guide employee behavior. And at their best,
Storytelling
Seeing as this is the beginning of the post, I suppose I should make an introduction. “Hello” feels like a solid option; “Hi” makes things a little more friendly; “Greetings” elevates my message with extra polish; whereas “Sup” pushes things in an informal direction; and “Howdy” appeals to my Texas