To fully understand the challenge and opportunity, we facilitated a Spark workshop with key internal team, plus external stakeholder Spot Sparks, to learn what was working, what was not, and to review the competition.
We learnt that they’d successful established partnerships in the automotive industry, where impressive consumer engagement results were being achieved. But, with this now at near exclusion they’d started to look to adjacent markets in the retail sector, and finding it harder to cut through.
So, we turned to our network in the marketing world for feedback. Here CMOs told us that they knew social and customer content was important, but that it was hard to quantify and therefore assign budget against. Critically we were hearing that they were unclear on the benefits, feeling it may fragment channels and affect the integrity of the brand narrative.
It validated our initial observation that, like many tech start-ups, StoryStream had focussed on the technical and rational benefits of their product. They’d not called out the end-benefit to their customer. Although we understood technology was a critical enabler to the outcome, we felt they needed to shift the narrative so that the CMOs and eCommerce Directors were presented with a proposition that spoke to their ‘needs’. We wanted to make the product a no-brainer rather than a brain-teaser.
So, for our strategic leap we looked at the bigger picture and asked, not just what made the functional proposition different but the difference they made for their customer.
The Sparking process revealed some core thoughts: ease, authenticity, affirmation and trust. The curated content was ‘real’ yet the tech seamlessly kept it true to the brand standard. A nd by celebrating consumers in the brand narrative the brand was validated by consumers celebrating their products. Ultimately, it helped to build trust, drive engagement and grow sales.
This set the foundation for a strong purpose – their why – “to seamlessly deliver the greatest content curation platform for brands selling in the digital age”
We then underpinned it all into an essence of Content Curation That Sells. Deliberately plain speaking, this put the customer point of view and need front and centre.
Brand pillars were then built around the differentiated themes of Seamless Process, Seamless Quality and Seamless Sales, and given supporting reasons to believe (proof points), to complete the brand positioning process.