After several successful years as an ETF-focused investment company, Purpose was about to embark on a major business expansion. Armed with substantial backing from OMERS, a series of acquisitions of fintech companies was being planned. Purpose CEO Som Seif turned to CMOish to develop a new brand strategy for his growing company.
We were able to quickly establish a deep understanding of the various businesses and their brand equity in the marketplace. After extensive consultation with key stakeholders, we developed a new long-term strategy for the Purpose brand and all its divisions and new acquisitions. This included an overarching brand positioning and architecture, a new naming convention, key messages for each division, and a update/modernization of the corporate and divisional logos.
Purpose and its divisions are now aligned under a unified brand strategy, and are well positioned to maximize growth potential both short and long term.
Wattpad - a global tech platform focused on developing social communities around stories - was about to embark on the most important year in its history thanks to a new round of investment. But with recent changes in it marketing organization, it needed additional outside perspective and expertise to help develop marketing plans to maximize growth in the year ahead.
Over the course of a few short weeks, CMOish worked closely with the company's marketing team to develop its annual marketing plans. The process included a series of in-person strategy sessions facilitated by CMOish, and took advantage of the extensive experience of the CMOish team in developing strategic marketing plans. Wattpad is now well positioned to take advantage of the exciting opportunities ahead.
New York-based Ramah Camping Movement relies heavily on donations from major Foundations and individual donors to operate its summer camps and year-round leadership programs. But with a small staff, the organization had not been able to update its marketing messages and donor materials for several years.
CMOish was able to quickly establish a clear and compelling focus and key messages for the organization. We worked collaboratively with the management team to develop appealing and effective new marketing materials that will now be used internationally.
As CMO of Comedy Central, Walter Levitt had the once-in-a-career opportunity to oversee the consumer re-launch of The Daily Show. There were many facets to this international campaign, but one of the most innovative was how Walter and his team used Google search data in a unique and unprecedented way.
Walter was the keynote speaker at the annual Global Forum of the Association for Data-Drive Marketing in Sydney, Australia. This post-keynote interview provides perspective on the work he did to boldly lead his company into the digital world.