Quantive serves an audience of industrious business leaders that are ambitious, competitive, and seeking to maintain momentum. But, the lack of a centralized, quickly understood solution meant misalignment between larger goals and the work being executed. Quantive creates a clear pathway from strategic goals to the day-to-day work required to meet those goals using the OKR methodology— all in a solution powerful enough to wrangle magnitudes of data, but fluid enough to ensure consistent momentum, even when things change.
In addition to their brand attributes — Savvy, Bold, and Approachable — we set out to position Quantive as the ubiquitous choice; the brand synonymous with the strategy execution space. So, we showcased their ability to help companies shift, move, and flow — not only to achieve goals, but uncover the potential that lies beyond them.
As a company in high-growth mode, Quantive struggled to organize the brand in a way that was easy to manage and made sense to their audiences. We proposed a Hybrid brand architecture that would grow alongside the brand. Within this unique architecture, an Endorsed brand structure is leveraged when speaking to a broader audience through events and content marketing initiatives like podcasts, and a Monolithic structure is used when speaking to a core audience through Quantive’s products. This allows short-term initiatives to be tailored, playful, and engaging to a specific subset of the audience who may need to be drawn in and introduced to Quantive's more visionary ideas. Yet, it plants a flag in the ground for its existing products which are beloved by loyal followers.
