How to leverage a brand investment to transform your business OR My story of re-branding Patreon for a customer base more creative than me.
This does a very good job summarizing a complex decision process: "invest in improving your brand when your brand perception is getting in the way of growth"
Great content and story Adam, it's very helpful. Also thanks for sharing the positioning workshop and the voice (aka personality) document. I will steal it ;)
I like how Patreon took the time and did proper research for understanding why growth was slowing. It would be easy to jump to conclusions and think that Patreon just misses some specific features. Finding out the real problem was not so obvious to figure out.
I was also wondering if you guys where hiring employees based on the personality voice (witty, fearless, and inviting)?
You also give a great example of how to both use qualitiative and quantitative data to validate the hypothesis about what the root cause is and how it might be solved.
Looking forward to the next article :)
Such great content and really helpful to see the artefacts from the process that are typically internal-only. Thanks very much for sharing. Im currently going through a branding exercise for a new venture and while it's not at the same maturity as Patreon was as you describe here, the to-do is clearly similar. Thanks Adam.
Thanks a lot, Adam! Very useful, laughed at the "barricading event".
very insightful. especially enjoyed the experimentation part :)
Love this story, can't wait for part 2.
Great real case study!
Usually branding shows it's value in a long term period. Can you really rely on the validation methods such as A/B test for this type of changes? How can we measure brand's impacts on retention, LTV and other long term metrics before launch?