messaging
An introduction to positioning for B2B technology companies and the people who want to help them grow What is positioning? Here’s a simple way to think about it: Positioning is actively defining the people you want to serve — and the problem you solve for them. And creating a path
Company Culture
A key pillar of New Kindness, New Kind’s three-pronged community service initiative, is contributing our talent through pro bono consulting projects for mission-driven organizations. For those expecting a nonprofit organization, our first New Kindness client might come as a surprise: Brand Fuel, an innovative brand merchandising agency and, since
Leadership
Tech companies buy other tech companies. Today we can expect mergers and acquisitions to only accelerate as our industry looks to consolidate. But companies buy much more than just technology when making an acquisition. Company and product names, visual identities, logos, brand experience, culture, trust, perception of maturity—all valuable
New Kind News
Today, New Kind launched an exciting new offering: the Brand Diagnostic. A new way to benchmark the current state of your brand and identify key areas for improvement. Here’s why we did it. When it comes to your brand, we know its health can sometimes seem difficult to measure.
Positioning
Humans are both intelligent and irrational. On the outside, we analyze every situation logically. We decide without emotion. We put the B in B2B. On the inside, we’re still a bit mammal. Hardwired for survival and the search for mates and social connection. Just like we were a thousand
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
Identity Design
Let's start small, elemental even, with something we all see every day: Logos. By nature, these iconic symbols are simple in construction, making them a useful tool to explore the concept of sequence of cognition. Simply put, humans process visual stimuli in a certain order, according to how
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
Identity Design
Often when people hear “branding,” they immediately think of logos. The Nike swoosh. The Apple icon. The Google ‘G.’ So when they see the price tag that’s associated with strategic branding projects, they think “Holy cow, there’s no way that logo was worth that much!” or “They could
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'
Positioning
Brand positioning doesn’t have to be difficult Those who spend all of their time thinking about brands and brand positioning can make the subject seem incredibly complex. Before you know it, these experts will fill you up with so much marketing jargon and so many impressive-sounding positioning principles and
Positioning
In our recent post, Why your brand needs a unified brand story, we talked about why your brand needs a cohesive narrative—and we discussed the internal and external impact it can have on your organization. But how do you move from strategy to implementation? How do you actually write