Brand Community
Near the tail end of the 19th century, two great thinkers were locked in a very contentious and very public contest to prove whose innovation would electrify our world. Nikola Tesla’s alternating current vs. Thomas Edison’s direct current. Two different means of achieving the same end: on-demand electricity
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,
Brand Community
For the majority of your company’s existence, you’ve been heads down, cranking out code. Rightly so. Because your product is solid. You’ve built a great team. Your community is steady. Your impact is growing. But your brand? Maybe not so much. You might say you’ve taken
Brand Community
Global connectivity means that businesses can reach more diverse customer communities. Especially in tech. If you’re a SaaS company, it’s easier than ever to engage customers all over the world. This global reach can be great for business. But how do you build a brand that supports global
Brand Community
Your brand is your reputation. Part of what makes you you, but not something you can directly control. You certainly own your identity and the way you express yourself through your personality: your internal strengths, stories, and values shape how you present yourself to the world. But you can'
Brand Community
Defining clear personas is a critical part of creating a compelling value proposition, brand strategy, or marketing strategy for your tech company. Your marketing team might already have a list of target customers they are reaching with their content—complete with names, ages, job titles, what they like or dislike,
Brand Community
Who are the most passionate people in your organization? Look around. Mull it over. If your first thought is to look to your marketing, communications, and culture teams, you wouldn’t be alone. And why not? These people spend their days thinking about and working to improve your brand, its
Brand Community
As your technology company grows, you might face the challenge of maintaining a cohesive brand story that unites all your products—and your product teams. You've set your big, bold vision for the future. Your sales teams are successful. Your marketing team is consistently executing messaging across channels.
Brand Community
The low-down: Jo-Ann Tan and the team at +Acumen are on a mission to provide anyone, anywhere with the skills and community to drive social change. They're breaking down the traditional barriers and systems that have prevented great ideas from being shared with those who could most use
Brand Community
The low-down: In his Hopscotch 2017 keynote talk, R/GA VP and Executive Creative Director Mike Rigby details how his life as a designer has transformed from creating brand identities and winning awards to recognizing design and branding as a means of affecting real, lasting change. It's a
Brand Community
What do you think your customers or clients value most about your brand? You know it's essential to base your branding decisions on solid research. Because without data, the best you can do is make an educated guess about what your customers really think. Conducting brand research on
Brand Community
A few weeks ago at DockerCon in Austin, Solomon Hykes introduced the Moby Project, “a new open source project to advance the container movement.” This announcement essentially split Docker (the company and product) from Moby (the open source project formerly also known as Docker). The communication challenges around how the