Business Challenge
Growth was explosive after rebranding and marketing-sales synergy: from one office to 12 in three years. Management/HR needed to help employees bond and stay on same page as a global brand and team.  Background: As a social-media tech startup in 2012, Sprinklr had developed a stunning and timely technology and was at $80million valuation and 100 employees. With no branding, marketing or cultural/values in place, leadership saw the urgency and ROI of its branding — its brand — to reflect its highest standards and ambitions for growth and shareholder value.

Customer Insight
Feeling like an island, in a new office, is isolating. Employees craved to feel a part of the brand.
Background: Decision makers and influencers in the purchase of a social-media platform needed to understand the value of Sprinklr’s story, but they were getting more tech-speak than human voice.

Sprinklr’s CEO, at the start of my work, stated that their brand was “…in the business of Social Media Management.”

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

Brand Strategy/Position
Know thy Customer. Elevate the feeling and promise of one team under one brand: your brand home, wherever you might be. Do for employees what is promised for customers, to Know You. So they can serve each other and customers better.

Brand/Marketing Creative
1. Internal culture-builder video
2. Printed real-customer touchpoints
Jan’s We feel before we think neuroscience approach answered the silent nagging question in customers’ minds: Can I trust these people, this place, before I even begin to understand and trust their technology?

Result
Employees who sensed each other’s camaraderie felt each other’s collective purpose. This stimulated communication, trust and problem-solving, whatever the distances or local cultures. Externally, it gave clients a sense of pride about the brand’s growth and success. Note: $80m/100 employees to $2.7Billion and 1500 employees in less than 4 years.

To set up a meeting and learn more, contact janzlotnick@gmail.com

 

 

 

To set up a meeting and learn more, contact janzlotnick@gmail.com