The ChallengesMarketingIQ was a new market research company with no brand identity, seeking to sell a new service that leverages artificial intelligence and people to create “super experts” using wisdom of the crowd in real-time to deliver insights. The company needed an identifiable brand, messaging, collateral materials and content that conveyed the complex technology in simple language. They needed to stand out in the crowded marketplace of market research companies accustomed to using very traditional methods of research.
The SolutionsThe Parker Sanpei team studied the new platform and explored the market research vertical to gain a deeper understanding of the challenges that would be solved with the innovative platform. The agency also researched the competitive brand set in order to clearly define MarketingIQ’s value proposition and brand differentiators. Once the core messaging had been identified, Parker Sanpei established the brand essence, including its mission, vision and communication pillars. This informed the overall branding, including the company name, logo, content, imagery, website, collateral and sales materials. Parker Sanpei additionally developed the look and feel of the reporting and analytics summary for MarketingIQ’s clients.
ResultsThe emerging MarketingIQ was invited to present its new technology to industry leaders in destination marketing organization at the annual DMA (Destination Management Association) West Tech Summit. The company and its technology were also introduced to Harvard’s Executive Education for Sustainability Leadership, and is actively introducing the new technology to leaders in education, travel and transportation, food and beverage, retail, among others.
New Industry Verticals