Grapeshot: New Branding, Sales Surge and $320m Sale to Oracle

Result
400+ leads, Q4 sales surge, investor interest and Oracle’s $320MM acquisition.

Business Challenge
Grapeshot’s technology was of the highest order, but its branding and story didn’t reflect that quality nor resonate simply for Grapeshot to be seen as a leadership brand. After 10 years of steady growth, Grapeshot needed to break through to investors as a major ad-tech player of superior qualities, with particular attention paid at the year’s biggest conference, DMexco, in Cologne, Germany.

Customer Insight
Decision makers who influenced and greenlighted purchase were “pitch-tired,” drowning in data overload just as their own end-customers were. The customer — the human being — simply wanted to get to just what mattered to get the job done (and get on with their lives).

Grapeshot’s CEO, at the start of my work, stated that their brand was “…in the business of information services.” Even more narrowly, “Brand Safety” or “Campaign Analytics” or “Predictive Targeting.”

But, after listening, really listening between the lines to customer, I presented the Q: “What Business Are You Really In?” and answered that GlobeOp was really in the business of “Saving Time” which was gold to programmatic advertising platforms AND to the ultimate customer online.

Brand Position/Strategy
Time is Money. It couldn’t be just about the technology. We distanced Grapeshot from competitors by establishing a unique Trust through empathy for a very human pain and need: to have more time in their jobs, in their lives. Feeling this empathy from Grapeshot would open the prospect to trust and buy into the brand before analyzing, comparing, and buying the technology.

Brand/Marketing Creative
1. New mission statement and brand position
2. New logo, brand identity and styleguide
3. Brand manifesto, tagline, product demo and videos
4. DMexco Experience: storytelling video wall, touch-screen demo, swag, etc.

“Masterpiece,” said Grapeshot CEO, after I read to him Grapeshot’s Get to It manifesto,
which became cultural ethos and brand story, launched at DMexco, Cologne, Germany, Sept 2017

“Hats off to you” selfie and message sent to me from Grapeshot CFO,
upon seeing and experiencing new brand launch at DMexco, Cologne, Germany, Sept 2017