Global Brand Works

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.

BACKGROUND

Introduce your business and what you do there.

We are a data aggregation provider for financial institutions, internet innovators, and fintech companies that require consumer-permitted financial data to power their applications. I’m VP of marketing.

OPPORTUNITY / CHALLENGE

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

We were working towards an IPO and wanted to cement our brand positioning and overall strategy. We needed guidance to fit into the marketplace.

SOLUTION

What was the scope of their involvement?

We worked on customer best practices and data-driven solutions through APIs and direct feeds. We came up with products that leverage data and digital toolkits that allow customers to access information, scripts, templates, and other assets. We built instructional guides and messaging to help customers log in and navigate the service. Global Brand Works was instrumental in helping us develop the content.

They did a lot of upfront research to understand our process. They conducted staff and executive interviews across the company to identify brand characteristics and trajectory. We then went to several financial institutions and partners to build a matrix of marketplace impressions. We hoped to reposition ourselves to make sure we communicated the important aspects of our brand and established a presence we could leverage in future projects.

We identified gaps and came up with solutions and customer best practices. We reframed our press and media statements and made sure our employees understood our new stance. Those refinements allowed us to give the companies that would represent us a better perspective on our projected growth.

What is the team composition?

We worked with Shannon (Partner & Co-founder, Global Brand Works) and Caroline (Partner & Co-founder, Global Brand Works). They both brought their unique skills to the engagement. Caroline was our brand strategist and planner, while Shannon oversaw execution and project development.

How did you come to work with Global Brand Works?

I asked my friends and peers who their service providers were and a few recommended Global Brand Works. I was familiar with Shannon from our work together at a previous company. I asked if they were available and if they wanted to pitch for this opportunity.

How much have you invested with them?

We spent around $220,000–$225,000.

What is the status of this engagement?

We worked together from April 2012 to April 2014.

RESULTS & FEEDBACK

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

Because of budgetary limitations, we did minimal brand research. Even though we could have done more, there is roughly 37% brand awareness among our constituents. We’re an unbranded, white label service, so that much recognition among our consumers is great.

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

They set great project expectations with a statement of work and we had team meetings to bring all our disparate groups into the loop. They outlined the project in a kickoff meeting, followed by weekly or biweekly meetings after that for status updates. They integrated well with our organization and were professional stewards of our projects. They took the time and made sure their work was bulletproof.

What did you find most impressive about them?

They delivered on their goals, which were clearly spelled out. They were honest, efficient, and their projects had great integrity. They knew what they could offer and were confident in their skills and abilities. They only brought up additional resources when we needed them and there was no unwanted cross-selling.

Are there any areas they could improve?

It would be great to integrate them into a strategy on web development or content. They seem to be great writers and there are other areas where they could expand their service opportunities; however, nothing they did stood out as a major problem.

BACKGROUND

Introduce your business and what you do there.

At the time of this project I was the associate VP of corporate and brand marketing at Sutherland. Sutherland is a process transformation organization that works in a wide range of industries to help companies provide the best level of service to their customers.

OPPORTUNITY / CHALLENGE

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

Sutherland was founded in 1986, and while we have experienced a tremendous amount of growth, we felt we were behind the times in terms of marketing and branding. So, the chief marketing officer (CMO) at the time and myself were tasked with creating better brand awareness in order to modernize the organization.

SOLUTION

What was the scope of their involvement?

We had a variety of discovery sessions with Global Brand Works until we decided that we were going to truly rebrand the company. We then started brainstorming and eventually developed a potential look and feel for the company, and Global Brand Works was tasked with developing a visual identity. They eventually produced our new logo and color palette along with a preliminary toolkit of items that would comprise a visual identity for the organization. That toolkit included all of our visual elements as well as simple things like a PowerPoint template, a business card design, and email signatures. They also provided some best practices on how to use those tools and how to communicate with our employees.

Finally, they helped us with the big reveal to our executives where we showed them all of the work and provided the initial guidance on how we would be updating various components of the system over the months to come.

What is the team composition?

We worked directly with Shannon (founder, Global Brand Works) and Caroline (founder, Global Brand Works).

How did you come to work with Global Brand Works?

Our CMO at the time found them through contacts of his and set up an initial meeting with the co-founders. We knew we needed a small and nimble company, and Global Brand Works fit us perfectly. We also really resonated with the co-founders on a personal perspective, and ended up cancelling our meeting with another potential vendor.

How much have you invested with them?

We spent just under $300,000.

What is the status of this engagement?

The entire engagement lasted from September 2016–April 2017 when we handed everything off to our new creative director.

RESULTS & FEEDBACK

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

From a marketing perspective, it can take years before you truly grow brand awareness in an organization. However, we've had a substantial increase in followers on social media and we've had wonderful conversations with our clients about what our new logo represents. The work Global Brand Works did has really helped our clients build an association with Sutherland in a way they couldn’t before because of how we used to identify ourselves. I’ve also had the pleasure of traveling around the globe over the last year talking to our employees and they love the new look and feel of our brand. I definitely credit much of that love back to our friends at Global Brand Works because they were the pioneers who helped us spearhead this initiative.

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

Very well. They were top notch in terms of accessibility and responsiveness, and I felt like I developed a very strong relationship with them. They were available by text or for quick phone calls and they really had a “drop everything” approach. The only time they couldn’t drop everything was when they were with another client, and in that case, they gave those clients the same level of respect that they were giving to us.

What did you find most impressive about them?

Their flexibility, nimbleness, and the personal touch they offer. I would even call their co-founders friends at this point.

Are there any areas they could improve?

We hired a new creative team to take over after we completed most of our work with them and that was a somewhat difficult transition to no fault of Global Brand Works. We were bringing in new personalities and occasionally things got lost in translation, but at the end of the day we love what they helped us build and I would absolutely work with them again.