Quantive serves an audience of industrious business leaders that are ambitious, competitive, and seeking to maintain momentum. But, the lack of a centralized, quickly understood solution meant misalignment between larger goals and the work being executed. Quantive creates a clear pathway from strategic goals to the day-to-day work required to meet those goals using the OKR methodology— all in a solution powerful enough to wrangle magnitudes of data, but fluid enough to ensure consistent momentum, even when things change.
In addition to their brand attributes — Savvy, Bold, and Approachable — we set out to position Quantive as the ubiquitous choice; the brand synonymous with the strategy execution space. So, we showcased their ability to help companies shift, move, and flow — not only to achieve goals, but uncover the potential that lies beyond them.
As a company in high-growth mode, Quantive struggled to organize the brand in a way that was easy to manage and made sense to their audiences. We proposed a Hybrid brand architecture that would grow alongside the brand. Within this unique architecture, an Endorsed brand structure is leveraged when speaking to a broader audience through events and content marketing initiatives like podcasts, and a Monolithic structure is used when speaking to a core audience through Quantive’s products. This allows short-term initiatives to be tailored, playful, and engaging to a specific subset of the audience who may need to be drawn in and introduced to Quantive's more visionary ideas. Yet, it plants a flag in the ground for its existing products which are beloved by loyal followers.
Quantive serves an audience of industrious business leaders that are ambitious, competitive, and seeking to maintain momentum. But, the lack of a centralized, quickly understood solution meant misalignment between larger goals and the work being executed. Quantive creates a clear pathway from strategic goals to the day-to-day work required to meet those goals using the OKR methodology— all in a solution powerful enough to wrangle magnitudes of data, but fluid enough to ensure consistent momentum, even when things change.
In addition to their brand attributes — Savvy, Bold, and Approachable — we set out to position Quantive as the ubiquitous choice; the brand synonymous with the strategy execution space. So, we showcased their ability to help companies shift, move, and flow — not only to achieve goals, but uncover the potential that lies beyond them.
As a company in high-growth mode, Quantive struggled to organize the brand in a way that was easy to manage and made sense to their audiences. We proposed a Hybrid brand architecture that would grow alongside the brand. Within this unique architecture, an Endorsed brand structure is leveraged when speaking to a broader audience through events and content marketing initiatives like podcasts, and a Monolithic structure is used when speaking to a core audience through Quantive’s products. This allows short-term initiatives to be tailored, playful, and engaging to a specific subset of the audience who may need to be drawn in and introduced to Quantive's more visionary ideas. Yet, it plants a flag in the ground for its existing products which are beloved by loyal followers.
