What We Do:

KiddGlobal Marketing Consultants specialize in brand strategies, enterprise websites, product marketing, and content marketing strategies. We have offices in San Diego, CA and metro Washington, D.C. and serve clients in North America and Europe.    

  • Brand Strategies
  • Enterprise Websites
  • Product Marketing
  • Content | Messaging Strategies and Writing
  • Investor and sales decks
  • Marketing Consulting 

How We Think: Blog for Enterprise Marketers

How We Think: Blog for Enterprise Marketers

From Idea to Times Square in 5 Days

From Idea to Times Square in 5 Days

6/30/2014 12:00:00 AM EDT
6 years ago

KiddGlobal Marketing produces high impact Times Square commercial for Merrill DataSite in record time.  Learn how we did it.

At KiddGlobal, we recognize that our customers often come to us with huge marketing challenges and we see it as our job to deliver high value solutions even in the face of potential obstacles. 

Such was the case last month, when one of our clients, Merrill DataSite, the world’s leading Virtual Data Room (VDR) solution, secured a tremendous opportunity to advertise on one of the massive Jumbotrons in Times Square, New York, New York.  However, there was one obstacle that had to be overcome: Merrill DataSite needed to conceptualize, write, produce, edit, and deliver a 30 second commercial within five days or forfeit its placement. As such, Merrill DataSite’s marketing team reached out to KiddGlobal for the solution.

"KiddGlobal  helped us take advantage of an unexpected opportunity by delivering a high quality, compelling video within an incredibly short period of time,” notes Richard Martin, Senior Director of Merrill Corporation.  We set a very demanding schedule and KiddGlobal delivered something exceptional.  Enough said.”

Watch the commercial here: 

Note: Creating Times Square videos provide an added challenge in that our creative team needed to deliver optimal visual impact without audio. 

See the video in Times Square here>

How we did it:

1. Collaborate brutally and transparently with stakeholders

Merrill DataSite’s marketing managers had a big idea and vision for their commercial, but needed help bringing their story to life. KiddGlobal’s creative team headed to the virtual whiteboard together with Merrill DataSite’s marketing team, debating and exploring many different concepts, directions, and storyboards in real time. Because of the time crunch, these discussions were direct and brutally honest. As a result, feedback in both directions was immediate, which accelerated the entire creative process toward a great end.

2. Focus on the business objectives

Whatever the effort and regardless of the time crunch, a marketing team must always keep its company’s business objectives paramount. As such, we were able to fulfill our client’s branding objectives through imagery and a succinct script that resonates with the desired audience.

3. Rely on a talented creative team

Our Creative Director, T.C. Badalato (film credits include Titanic, et al) led our editing team in the process of bringing the script to life with imagery, animation, and continuity. The challenge was met and today, Merrill DataSite’s marketing team has a Times Square commercial they are proud of and one they can repurpose with audio throughout their social media assets.

My take-a-ways that might apply to your business are that if you collaborate, focus like a laser on the end goal, and secure talented people, anything is possible. Thus, like Merrill DataSite, be fearless in seizing opportunities.

About KiddGlobal Marketing Consulting:

KiddGlobal Marketing Consultants specialize in designing and building enterprise websites, video creation, application UX design, and developing and executing brand strategies, product marketing, and content marketing and messaging. KiddGlobal has offices in San Diego, CA and metro Washington, D.C. and serves clients in North America and Europe. KiddGlobal has proudly supported Merrill DataSite’s enterprise marketing efforts for more than six years.

Brand Building Starts with a Strategy, Story, and Ethos to Provide Exceptional User Experiences

Brand Building Starts with a Strategy, Story, and Ethos to Provide Exceptional User Experiences

9/10/2013 12:00:00 AM EDT
7 years ago

Yahoo! Reveals New Logo: What We Noticed

After 18 years and 30 Days of Change, Yahoo! revealed its new logo last Thursday to represent a brand valued at $9.8 Billion going forward. Did anyone notice? Through the lens of disciplined branding best practices, I comment what we at KiddGlobal noticed and more importantly, what we didn’t.

Roll Out: Strong

I thought the “30 Days of Change” buildup campaign was a unique and clever way to effect change, involving users, testing attitudes, and creating much conversation, internally and externally.  My bet is that we will see that tactic and various permutations of such used again by other enterprise and consumer marketers. 

Visual Strength:

Good I'll defer to my design team to opine on the specific optics of the logo another time. As a marketing asset, Yahoo!’s new logo reflects much thought and effort and does pass the Brand Landscape Review. However, what was absent Thursday was the most important pillar of brand building.

Strategy, Story, and Ethos: Missing

Yahoo! missed tying their new logo to the strategy and path forward to create and deliver great products that provide outstanding user experiences. Yahoo! introduced its new logo as reflecting their personality – “whimsical, yet sophisticated.” OK…this is fine and certainly part of the process, but Yahoo! missed the opportunity to present the new logo as a brand for driving value. Brand building is not logo design.  Brand building is providing exceptional products and user experiences consistently over time. It is these products and experiences that provide meaning to the marketing assets a company produces, of which the logo is one.

The Introduction for Which I Was Hoping

The gold standard of new brand introductions is what Starbucks did back on March 7, 2011, when CEO, Howard Schultz, introduced the new way forward (the strategy, story, and ethos to improve the customer experience) for the coffee maker as context and foundation to his new logo evolution.  Remember, Starbuck's during that time period (2009-2010) was struggling to navigate market conditions and their revenues and shareholder value suffered. 

How did they do?  Well...since that new branding introduction, Starbuck's shareholder value has increased 114% (their market cap is now $54B, by comparison, almost twice Yahoo!'s). To be clear, it wasn’t the logo design that drove value, it was the execution of the strategy behind the logo to simplify, focus, and deliver a great product that yielded results.  

Starbuck's as well as Apple (under Steve Job’s second act) and Ford (under Alan Mulally) are great corporate come back stories of recent times anchored in creating great products and user experiences. I love the Rocky narrative and I am hoping the same for Yahoo! 

Yahoo!'s HUGE Branding Opportunity...Will They Succeed?

Yahoo!'s HUGE Branding Opportunity...Will They Succeed?

9/2/2013 12:00:00 AM EDT
7 years ago

The biggest move in branding currently is Yahoo!'s announced new logo initiative that they plan to unveil this Thursday, September 5th.

This is Huge! Yahoo!, founded almost 20 years ago, is one of the pioneers and first major brands of the Internet. Today the company has a market cap of $27.6 billion, more than 11,500 employees, and delivers content, advertising, and tools to over 700 million global users every day.

As such, for Yahoo! this new logo initiative represents not only an effort to “reflect its renewed spirit of purpose and innovation,” as stated by Yahoo! executives, but it also as I see it, represents the opportunity of a lifetime for Yahoo! to galvanize and position its brand within the pantheon of the great brands of all time.

In order to determine whether Yahoo! succeeds or otherwise at its new branding initiative, let’s examine Yahoo!'s efforts to date as well as what they will show us Thursday, through the lens of disciplined branding best practices. Specifically, we will comment on the brand’s:

  • Roll out
  • Strategy, story, and ethos
  • Visual strength 

How We Deliver:

Merrill DataSite

I recommend Mike Kidd and his firm, KiddGlobal Marketing Consultants, without reservation. He is a creative thinker, an executor and a coach. Mike and his teams perform at the highest level and will help you raise your game.

Rich Martin 
Senior Director, Merrill DataSite