messaging
Scale is one of life's "good problems." Like when a billionaire has the enviable issue of picking between traveling via Gulfstream or megayacht to their private island oasis, scale is a pain point only a privileged few ever have to reckon with. For those lucky few,
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
Leadership
At some point during your product’s evolution, you have to do more than just build technology. Your product has to “grow up”—and you have to create a full-fledged company around what you’ve built. And with that comes a slew of necessary systems and support: hiring staff, growing
Startup Branding
Note: We suggest reading Part One if you haven’t already before jumping in here for Part Two. Step 3: Sort contenders from pretenders There’s no hard-and-fast rule as to how many name candidates constitute “enough.” Your brainstorm, whether it took place over the course of a couple of
Startup Branding
Let’s be honest. Entrepreneurs have a lot on their plates. Taking your startup from the whiteboard to the boardroom is no small feat. Done right, it’s a business model of unmatched opportunity. There’s no reason your big idea can’t become the next Snapchat, the next Airbnb,
Identity Design
Brand names are everywhere. Here, I'll show you. Look down at your desk and see how many names you can find peeking back up at you. I spot at least five: Apple, Moleskine, HydroFlask, Sharpie, Burt's Bees. When's the last time you thought about
Brand Community
Picture this: You’re sitting in Yet Another Quarterly Global Company Meeting, listening to the executive team prattle on about its most recent Important Global Initiatives. Next topic on the agenda, says the CEO, is our new company mission. “The executive team got together at the recent board retreat, and
Identity Design
Are you in full-on startup mode? Maybe a little overwhelmed by everything you need to do to before your company greets the world? Is “company branding” one item on your checklist that you aren’t sure how to tackle? We feel you. And we have a good sense for the
Brand Community
One of the most common questions I get from people interested in taking a more open, collaborative approach to building their brand and culture is “Where should we start?” In our work at New Kind, we often help technology companies open up their brand and culture by including employees, customers,
Company Culture
Dear Ping-Pong Table, The jig is up! Your fraudulent behavior has reached an absolute peak and it's time for you to be exposed for the charlatan that you are. You used to be fun. You used to be a fixture in rec rooms, summer camps, and finished and
Positioning
This is the final post in a series designed to help startups and people in the technology industry learn to position their brands more effectively. In this post, we’ll cover the brand mantra—where positioning all comes together. For a quick refresher, check out the previous posts about how
Brand Community
At New Kind, we love getting the chance to help bring a new brand to life. That's why we are so thrilled to see Anchore launch today. Over the past few months, we've had the opportunity to work with the Anchore team to help craft their