SurveyMonkey took the Google --> Alphabet approach to expansion, instead of the Mailchimp --> Mailchimp approach. Now the company has two, conjoined brands to support and promote, and in doing so have created what's known as the Siamese Twins conundrum.
In Episode 5 of The SaaS Brand Strategy Show, we tear down the pros/cons of SurveyMonkey's misguided growth naming strategy.
SurveyMonkey took the Google --> Alphabet approach to expansion, instead of the Mailchimp --> Mailchimp approach. Now the company has two, conjoined brands to support and promote, and in doing so have created what's known as the Siamese Twins conundrum.
In Episode 5 of The SaaS Brand Strategy Show, we:
- Discuss the pros/cons of the SurveyMonkey --> Momentive move
- Identify the number one question that needs to be answered before you rename, plus what makes a good/bad name.
- Discover (while recording) that SurveyMonkey's CMO has moved on just four months after the new initiative launched.
- Discuss the challenges that now exist across brands, products, and positions
- Wonder what's wrong with Fun as a brand attribute in enterprise.
- Provide advice on moves to fix the mess.
Discover key lessons B2B SaaS CMOs can learn from Backcountry.com’s success and failure, from staying focused on core values to driving sustainable growth.
Read More →In the world of B2B SaaS, the excitement of creating a new category must be tempered with the reality of clients' immediate needs. By balancing long-term vision with short-term solutions, companies can ensure their category strategy supports, rather than hinders, their sales efforts. This approach not only helps in closing deals but also builds a foundation for sustained success in the new category, enhancing SaaS positioning effectively.
Read More →Schedule an in-person clinic on DRMG's Category Strategy.
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