What was the scope of their involvement?
Evviva Brands helped us with the complete rebranding of the corporation, as well as the in-depth market analysis and marketing into the oil and gas industry. We had thought about the strategy in terms of the product. Our engineers had clear insight into the product we could develop.
When we started with Evviva, our website highlighted pictures of the ocean, drinking water, and energy savings, because that’s what we were. You’d have thought you were in the wrong place if you were looking for a technology for the oil and gas industry. They helped us think through the critical words, phrases, and colors, even down to the notion that the oil and gas industry is hyper-sensitive to issues like safety. They helped us decide how to visually depict our company in order to be appropriate and appealing to the oil and gas industry. We did an extensive amount of work there.
We even changed the logo of the company to be more universally appealing, and not simply something that looked like a water desalination company. Our new logo looks nothing like the old one. Our website looks radically different than our old site. Beyond that, there was a lot of market analysis that was done. We looked at the size of the market and the various verticals inside the market. We analyzed where our product might fit geographically around the world.
We did a lot of client analysis as well. Evviva has a deep understanding of the oil and gas industry, so they helped us understand the lay of the land, the players, and the geographies. It’s a very large and complex industry, and they helped us break it down into bite-size chunks so we could see where our mechanical technologies would play.
They also helped us think through what our value proposition would be in there; whether we would be below cost, best energy, the best solution, or most durable. Evviva did everything from the corporate logo and what the website looks like, all the way through how to break down the industry, what phrases to use, and even what colors to use, so that we could present our company in an appealing and appropriate way for this brand-new industry.
How did you come to work with Evviva Brands?
As CEO, it was my initiative to forge into the oil and gas industry. I had a very talented CMO [chief marketing officer] who was critical to that effort, and she was the point person for the engagement with Evviva. We had been using marketing agencies and various vendors, but we decided that we needed to find a marketing agency with sector knowledge. The CMO conducted a search for marketing and branding agencies, and she sourced a number of qualified agencies, including Evviva. I was involved in looking at the presentation materials and the interviews with several firms. Through that process, we ultimately selected Evviva.
How much have you invested with Evviva Brands?
I don’t know those numbers.
What is the status of this engagement?
The relationship began in 2012 or 2013. I’m no longer with the company, so I don’t know the current status of the work. I think it might be ongoing.