Global Brand Works

BACKGROUND

Introduce your business and what you do there.

I'm the former senior director of branding at PayPal.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

Wanting to increase the bandwidth of our global brand team, we hired them for brand training, brand governance documentation processes, and other brand management disciplines.

SOLUTION

What was the scope of their involvement?

They started out by speaking with stakeholders at PayPal to better understand the onboarding process. That allowed them to design an internal onboarding module for the brand that organizes how we get new hires acclimated and educated to our company. They wrote the module in three different formats. They delivered a webinar, a training presentation deck, and a PDF, all of which worked together.

Following that effort, they focused on brand governance, looking after the consistency and usage of our brand. Based on their findings, they trained people on how to execute brand governance across the business. In that effort, they helped all of our business units around the globe.

At the time, we had a centralized brand organization and wanted to better centralize marketing for discipline and consistency around managing the use of our brand. The bigger objective was our own brand goal which was to be a top-100 global brand. Eventually, we were aiming to be a top-50 global brand.

Managing audience understanding of the brand and fostering internal pride for the brand were both achieved through their onboarding module and brand governance work. 

What is the team composition?

I worked with Caroline (Co-Founder) and Shannon (Co-Founder).

How did you come to work with Global Brand Works?

They were referred to me by a colleague in consulting. He used their services to get high-quality brand work done quickly. The real selling point of Global Brand Works is both Shannon and Caroline had backgrounds in working for a large matrix organization in both marketing and non-marketing capacities. They seemed to have empathy for clients, strong marketing decision-making skills, and the ability to execute thoroughly on a budget.

They really share the mindset with organizations like PayPal, understanding how effective marketing can turn habits into customs and the difference marketing makes for a brand. That mentality helps the brand, employees, our evaluation, and customers.

How much have you invested in them?

We spent between $200,000–$500,000.

What is the status of this engagement?

We started the collaboration in March 2015, and they're still engaging with PayPal. They helped with different projects throughout the years as well.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We used to give surveys at the end of every training session and seminar on brand engagement. After their work, we received predominantly top-box scores. The brand session was usually the top-scoring session at the onboarding training, and we also received positive feedback on the webinars.

Our team did brand engagement sessions cross-functionally, but they always scored highly for usefulness, effectiveness, enjoyment, content, and purpose. Those were the five areas that we measured.

How did Global Brand Works perform from a project management standpoint?

They're very flexible and understand that timelines can change our end. Because of that knowledge, they expressed empathy for our decision-making process. They're also skilled at devising creative solutions to problems. Depending on our timeline and budget for specific work, they're able to offer a range of solutions that give the business flexibility.

What did you find most impressive about them?

They are like part of the team, working in our office, and striving to understand our overall business processes. In that effort, they were close with the HR team to ensure the onboarding module aligned with their vision.

Throughout, they took a great sense of ownership in their work and the success of stakeholders. They were personable, willing to listen, and committed to our success. From the start of the engagement, they were standout team players.

Are there any areas they could improve?

There were times when they could have been more proactive about the next step of a project rather than waiting on a brief from us. To be fair, they were trying to be considerate of our budgets and timelines in waiting for our signal.

Do you have any advice for potential customers?

They were brilliant at giving us instant bandwidth, behaving like part of the team. Their ability to largely onboard themselves to the project and company took the worry off our shoulders.

Because they're a small agency, there isn’t an enormous amount of wasted overhead. Both Caroline and Shannon can add a sense of seniority to the project and also know every brand hack in the book for companies wanting to stretch their dollars. Their resourcefulness is great for clients on a budget.

BACKGROUND

Introduce your business and what you do there.

I work for Chevron Federal Credit Union, and I'm the head of marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We are launching our new brand in January, and my team was really focused on updating and making changes to our website. I realized I needed outside help to do the internal brand activation.

We had recently done a new brand strategy and redefined our two distinct brands. We operate as Chevron Federal Credit Union and Spectrum Credit Union, and we contacted Global Brand Works to help us with internal employee brand activation

SOLUTION

What was the scope of their involvement?

The scope of the project was to create a series of presentations around why the brand is important and why it’s important that people be brand ambassadors. We set up five different employee engagements which we did monthly. 

We have a monthly meeting with all of our employees where we educate them on the brand, brand strategy, how they are involved in the brand, how they can live the brand, the difference between a brand and taglines, and our value propositions. 

Global Brand Works put together all of the educational pieces for us and then encapsulated the whole thing into a training module that we could then use as we brought on new employees. Those employees can get all of that training in one training module.

What is the team composition?

I worked with Caroline (Co-Founder) and Shannon (Co-Founder).

How did you come to work with Global Brand Works?

I met Global Brand Works at a conference where they showed me some work they had done. It was interesting that there was an agency that specialized in helping people do internal brand activation.

I talked to them and they were going to do exactly what I needed. They had a system in place and had all of their recommendations, so I knew that it was going to be really easy for me.

How much have you invested in them?

The five sessions and the whole package cost $25,000.

What is the status of this engagement?

I started working with them in July 2020, and we are finishing the project in December 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We didn’t go in with any specific KPIs. With 300 employees, we know that everyone has consumed the information which is great because we have a way to test that. We got so much positive feedback from our employees about how much they enjoyed the branding education, sessions, and exercises. 

We spent an hour a month working with them and they did all the work. It hit me that if we had done this on top of everything that we were doing, it would have been impossible to get this level of quality of education.

How did Global Brand Works perform from a project management standpoint?

Global Brand Works was extremely responsive. They always followed up, and if they were going to be late with a deliverable, they would send me a message that they needed more time. 

The communication between our teams was really good. I always heard back from them right away. We mostly talked via Zoom, and we used email. We didn’t use any project management tools.

What did you find most impressive about them?

They were truly experts in this brand activation. There are a lot of agencies that do branding that could probably do this work, but what I liked about Global Brand Works was that they had done this many times. 

They have a system and they know how to take someone who doesn’t know anything about branding from nothing to something. I am happy to have found an agency that specializes in this. 

We didn’t have to take the wheel at all. The team had all this great stuff off the shelf and made suggestions about doing certain exercises. Global Brand Works was a true partner for our brand activation project.

Are there any areas they could improve?

It would've been good to have a shared folder system. We were sending some big files back and forth, and I think it was more on our end where we couldn’t receive them so we had to figure out a way to get these files back and forth because there were videos embedded in them, but that was a little glitch. With some of our other agencies, we use Basecamp or Google.

Do you have any advice for potential customers?

Go in with a strong sense of where your employee base is now and what they need to learn and where they need to go. You need to have a really good sense of where you want to start and how you want your employees to act or behave at the end.

Global Brand Works will then come back to you with all the different things that they could do for that type of employee pool.

BACKGROUND

Please describe your company and your position there.

I was the Chief Marketing & Communications Officer at the San Francisco Museum of Modern Art.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Global Brand Works?

1. Develop a revised brand strategy to leverage the newly developed strategic plan 2. Develop and execute an institutional advertising campaign

What were your goals for this project?

Create a coherent internal and external brand expression. Expand our audiences. Drive attendance to the museum.

SOLUTION

How did you select this vendor?

Recommendation from prior client

Describe the scope of their work in detail.

Analyzed extensive existing research, interviewed key staff members, developed a new brand strategy, conducted staff input sessions. Developed a multichannel advertising campaign and prepared to execute it.

What was the team composition?

The two principals of the firm, plus freelance support

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The work was very well-received by a breadth of internal/external audiences across the museum

How effective was the workflow between your team and theirs?

Very effective

What did you find most impressive about this company?

The quality of their thinking and high level of responsiveness was impressive.

Are there any areas for improvement?

No areas of improvement

BACKGROUND

Please describe your company and your position there.

Malwarebytes is a security software company that serves both consumers and businesses with endpoint security and protection. I am the VP, Global Demand Generation and Experience which leads brand, campaigns, demand gen/field marketing, and creative services.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Global Brand Works?

We needed assistance articulating our brand strategy, including all attributes, characteristics, narrative, and direction. .

What were your goals for this project?

We required quick action, a team that had a solid breadth of experience, and the flexibility of a group that could act as an extension of our internal team. The deliverables were a documented brand strategy along with written corporate and business-it narratives.

SOLUTION

How did you select this vendor?

Their experience ranges from large and small brands, technology and packaged goods and everything in-between, demonstrated Global Brand Works' ability to apply rigor along with strategic and bespoke adaptation to true brand articulation. I have worked with Global Brand Works in the past, and knew their capabilities were just what Malwarebytes needed.

Describe the scope of their work in detail.

We hired Global Brand Works to lead us in a rebrand with a super-fast timeline. They developed an approach that gave our senior leadership confidence in the process and outcome. From the start, they quickly understood our culture and the requirements for the project. To lay the groundwork for the initiative, they conducted a competitive audit, a best practices report, a listening tour, and facilitated an inspirational workshop which resulted in a distinct and precise brand strategy. That was the foundation for our new, flexible visual identity.

Because of their insight and knowledge, we now have the useful and practical tools to grow and protect our brand: mission, equities, benefits, personality, story, purpose, key messaging by target audience, and visual identity guidelines. Shannon and Caroline are also fun to work with – they are more like an extension of our team rather than an external agency!

What was the team composition?

I worked with both founders, Caroline and Shannon.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We had great feedback from the executives, who really valued both their experience and the "outside in" perspective. Additionally, our roll-out of the new visual identity has had high praise throughout the company.

How effective was the workflow between your team and theirs?

We did put in some time to articulate the process, and the timeline associated. We made sure we rolled that out to all involved executives, which was essential given the busy schedules. Once we had the key components and decisions, the back and forth with the agency went really well.

What did you find most impressive about this company?

The experience from the team is fantastic, and they did a very good job making sure this was as seamless as possible. They also did an outstanding job project managing it all to keep things on track. Finally, they are professional and diplomatic. With brand work, it can be an emotional time with strong opinions-- they navigate this very well.

Are there any areas for improvement?

None the comes to mind.

BACKGROUND

Introduce your business and what you do there.

I am the Branding Manager for a Global Standards Industry Organization.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We needed a very demanding, globally acceptable naming and visualization for our global technology product.

SOLUTION

What was the scope of their involvement?

We hired Global Brand Works to name and visually brand an exciting break-through, global technology product. It will be used across multiple industries in potentially every country in the world. GBW generated an abundance of viable options that ranged from evocative to descriptive, and a very impressive thorough report for the finalists. It helped us evaluate the output in terms of trademarking, domain availability, social media handle availability, pronounceability, and readability. 

What is the team composition?

There are about 10 people working on our account.

How did you come to work with Global Brand Works?

We awarded them the work as they offered the most value for the project. 

How much have you invested with them?

We spent between $10,000-$40,000.

What is the status of this engagement?

We started to work mid-2019, and collaboration is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Their thorough final report helped us to successfully decide what names to carry to legal review and pass it for most of the names.

How did Global Brand Works perform from a project management standpoint?

They were on top of the project and were very fast and professional. They also showed flexibility with changes on our side. They did a very good job with time management. We had some F2F meetings, but also communicated over web calls. They worked fast and professionally to deliver a very thorough report. The team showed flexibility, accommodating changes along the way. They did a great job with the global scale of the project. My advice would be to be open about your needs and communicate everything needed for them to offer ways for navigating through the changes.

What did you find most impressive about them?

All the options they gave us were great. They were very thorough with their reports. Their team showed flexibility, accommodating changes along the way. They did a great job of thinking about a global audience.

Are there any areas they could improve?

No, they did a great job.

Do you have any advice for potential customers?

Be open about your needs or changes along the way. They will accommodate as long as you communicate everything as needed.

BACKGROUND

Please describe your company and your position there.

Once associated mostly with payments on the online auction site eBay, PayPal has become a widely accepted method of payment both online and off. ... PayPal's core business is an online payment service that allows individuals and businesses to transfer funds electronically.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Global Brand Works ?

Employee Onboarding Content

What were your goals for this project?

Refresh our content and streamline to provide a better presentation for our new hires. Include a facilitator guide to easily scale our program internationally.

SOLUTION

How did you select this vendor?

GBW has been working within PayPal for several years. We gave the scope of our project and agreed we were in alignment for budget and timing of the project.

Describe the project and the services they provided in detail.

Global Brand Works overhauled our entire employee onboarding content to make it more on-brand and on-message. The final resulting content, from PowerPoint presentations, to videos, to a detailed and thoughtful facilitation guide, was exactly what we needed.

It was designed beautifully. They have great attention to detail, and are real experts when it comes to understanding how to connect and engage with our global employee audience. They have a true understanding of our brand and I consider them an extension of our team who go above and beyond.

What was the team composition?

Primarily I interacted with their Program Manager.

RESULTS & FEEDBACK

Can you share any information that demonstrates the impact that this project has had on your business?

We have received very positive feedback as we have scaled our program internally. Using the facilitator guide has allowed us to scale effectively.

How was project management arranged and how effective was it?

Very effective. Timelines were clear and adhered to.

What did you find most impressive about this company?

I enjoy working with Global Brand Works as they are responsible, efficient, and personable.

Are there any areas for improvement?

None

BACKGROUND

Please describe your company and your position there.

VP of Global Marketing at a mid-size digital consultancy.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Global Brand Works ?

Strategic brand refresh.

What were your goals for this project?

Evolve our brand both creatively and strategically to get our company to the next level. Able to be seen by clients and employees alike as a full service digital consultancy.

SOLUTION

How did you select this vendor?

We reached out to 11 firms initially. We felt Global Brand Works had a great grasp of both the strategic and creative as well as past experience helping companies like ours rebrand.

Describe the scope of their work in detail.

Our product offering was expanding, and we decided that our brand needed to be freshened up to tell our new story. Global Brand Works shepherded us through the process, which included global qualitative and quantitative research to understand relevance, an internal listening tour to understand authenticity, and a competitive report to understand differentiation. They facilitated a fun and engaging workshop with key team members to uncover our brand’s “secret sauce,” which led to the articulation of our new brand strategy.

What was the team composition?

Both Caroline McNally and Shannon Riordan were involved in the project from start to finish.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We have just recently launched our new brand, and so far it has received positive feedback from clients and employees alike. The perception of our new brand is exactly what we were going for.

How effective was the workflow between your team and theirs?

Really good. We did weekly meetings to recieve project updates and provide feedback. Additionally, Caroline and Shannon were both very responsive in terms of responding to any inquiries of ours.

What did you find most impressive about this company?

They were really able to provide us a great look at ourselves, both objectively and subjectively, as well as help translate that information and our desire to evolve into something tangible my company could get behind. Communication with them was very good, and we also found them very easy to work with.

Are there any areas for improvement?

None at this time.

BACKGROUND

Introduce your business and what you do there.

I oversee brand engagement and governance for a global tech company headquartered in San Jose, California.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We wanted to address internal challenges of creative brand governance and improve our overall brand ranking.

SOLUTION

What was the scope of their involvement?

I briefed Global about our challenges and goals and they performed an audit of a number of our employees for greater understanding. Through their research and findings, they helped us develop a strategy around brand governance, which led to a curriculum for workshops and education modules rolled out internally. They applied their strategy within our set budget and provided us with thorough information to report back to our senior executives, communicating data and financial proof points supporting the importance of such work.

What is the team composition?

I worked directly with their founders, Shannon and Caroline.

How did you come to work with Global Brand Works?

A colleague of mine had worked with them previously and recommended them. I liked that they had a lot of experience with large corporations and an understanding of the challenges those corporations face when it comes to disseminating information internally.

What is the status of this engagement?

We started working together around July 2016 and the work is ongoing. There are so many components to it that it's hard to set an end date as we continue to grow and evolve.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

There's been a significant uptake of internal engagement within the company. Over 90% of employees understand and engage with the brand.

Our global ranking has also improved from a brand perspective. They've helped create a new way of engagement that never existed before—that's been huge.

How did Global Brand Works perform from a project management standpoint?

They're very responsive and organized when it comes to tracking budgets. They continue to deliver great work under mounting pressure from our team. I appreciate their level of collaboration and can-do attitude.

Caroline and Shannon complement each other perfectly. Shannon is quick, tactical, and nimble, while Caroline is very diplomatic, wise, and good at explaining the big picture.

What did you find most impressive about them?

We refer to them as our ninjas, because they're so agile. In large companies, it can be very difficult to get things like this moving, but Shannon and Caroline have the depth of experience in this industry to pull it off. They're very creative and flexible in their approach and have great relationship building skills. They feel like a part of our team and have been proactive in producing great work throughout the relationship.

Are there any areas they could improve?

No.

BACKGROUND

Introduce your business and what you do there.

I’m one of the co-founders of the Human Rights Measurement Initiative. We’re a globally-distributed, nonprofit organization that produces measures to track the human rights performance of countries.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We needed branding and a name for our organization.

SOLUTION

What was the scope of their involvement?

I initially had a discovery call with Caroline and Shannon (Partners and Co-Founders, Global Brand Works) where I explained our initiative. They then set up some calls with other team members and researched the branding of similar organizations, producing a short document that basically summarized what we are pretty accurately.

They developed our brand from the very beginning, reviewing the purpose of our initiative. From that point, we started the logo development in which their designer came up with several logo design options. We picked a couple of them to refine, ending up with a very short list, and eventually chose the one we wanted to go with.

What is the team composition?

We worked with Caroline and Shannon, as well as someone who helped with names. There were other people contributing to the work, but I didn’t engage with them directly.

How did you come to work with Global Brand Works?

I knew Shannon through mutual friends. At the time, we didn’t have much funding, but I contacted her to see if they would be able to help us. We set up a call as she wanted to know a little more about the project. She spoke to Caroline about it and they decided to do the work pro bono.

How much have you invested in them?

The value of their work was between $30,000–$50,000.

What is the status of this engagement?

We worked with them from February–April 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Since launching our website with their branding, we’ve attracted more philanthropic support from international organizations. Everyone who sees our branding thinks it is good and we have had a lot of positive anecdotal feedback.

How did Global Brand Works perform from a project management standpoint?

They were fantastic, easy to work with, and met their deadlines. Since the project ended, I’ve followed up regarding little things such as little tweaks to our website and they’ve given us really good feedback.

What did you find most impressive about them?

I really like the way they work. They have a real seriousness but also a friendliness that goes with it. They’re also very approachable and smart.

Are there any areas they could improve?

I can’t think of anything. It was a wonderful experience.

UPDATED REVIEW

This review was updated by the client on February 19, 2020. The original star ratings were: Overall – 4.5, Quality – 4.5, Schedule – 4.5, NPS – 5. New content is below:

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

Global Brand Works originally developed the logo for our organization. We’ve recently contracted them again to continue evolving our brand with our organizational development.

SOLUTION

What was the scope of their involvement? 

They primarily focus on building out our brand architecture. Since the first engagement, we’ve developed a new product called Rights Tracker, which is a separate website. But the site only has our logo with “Rights Tracker” next to it, so we wanted to develop the brand properly.

Global Brand Works suggested multiple options to pursue, including rebranding our organization entirely as “Rights Tracker” to positioning it as a separate but connected brand. Other approaches would be to make the logo a wordmark.

We’re now at the stage where we’re narrowing down our options to the top two. Then, we’ll work with our designers to create mock-ups for the Rights Tracker website before making a final decision.

At the same time, we’re also revamping the Human Rights Measurement Initiative website, so Global Brand Works is liaising with our developers and designers there, too.

What is the team composition? 

We're still working with Shannon (Co-Founder, Global Brand Works) and Caroline (Co-Founder, Global Brand Works), and now there’s Lori (Creative Agency Account Manager, Global Brand Works). They also have a number of consultants who give input on different parts of the project, but we don’t meet directly with them.

How much have you invested with them?

We’ve probably spent close to $30,000 this year. The consultancy work has cost about $2,000 per month. As for the brand architecture work, it’s been about $10,000. 

What is the status of this engagement?

We brought them on the project in December 2019 for the Rights Tracker rebrand, and things will be ongoing for the foreseeable future.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

It’s too early to talk about results, but it’s been really great. The team is lovely to work with and consistently hits the mark.

How did Global Brand Works perform from a project management standpoint?

The communication has been the same as before. I primarily engage with Shannon over Zoom, which allows us to share our screens and run through the different options. 

BACKGROUND

Introduce your business and what you do there.

I’m a co-founder of a Design Barre. We’re a construction and design consultancy based in San Francisco.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We’re a new business, a so we needed resources to help develop our branding messages and materials.

SOLUTION

What was the scope of their involvement?

They developed a brand package for us, which included our key messages, designs, and overall strategy. In the beginning, they walked us through the steps of the process to clarify project requirements and establish meeting times.

Next, we brainstormed some concepts together before they provided us with an initial brand package to look over. We corresponded with a few back-and-forth exchanges, tweaking the plan to ensure that their messages felt appropriate for our business.

Finally, they advised us to conduct a few focus groups with our mentors, previous clients, and target demographic to gauge the look and feel of our branding. This helped to solidify the final package.

What is the team composition?

We worked exclusively with one of their co-founders.

How did you come to work with Global Brand Works?

At the time, we considered two other agencies and received a proposal from one them. However, a mutual friend referred Global Brand Works to us, and we felt comfortable with their recommendation.

How much have you invested with them?

We spent between $10,000 and $25,000.

What is the status of this engagement?

Their work lasted from December 2017–March 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Although we haven’t launched our business yet, we think their branding looks good and reflects our company values. They were mindful of our budget and worked within our means. They gave us a reduced package based on what we could afford, and we were completely satisfied with it.

How did Global Brand Works perform from a project management standpoint?

Over the course of the engagement, we met four times in person and communicated via email every other day.

What did you find most impressive about them?

I valued the collaborative aspect of the project; they incorporated our ideas and made us feel heard. In our business, we try not to tell people what to do and, instead, want to work with them, listen, and give feedback. That was precisely how they worked with us.

Are there any areas they could improve?

Nothing comes to mind.

Do you have any advice for potential customers?

Customers should ask a lot of questions, take notes, and really understand what they’ve signed up for.