After a yearlong rebrand endeavor, SurveyMonkey launched its “Power the Curious” campaign in mid-July — an effort aimed at taking the survey-platform to a new level.
“We wanted to set a playbook for business change, define our next stride, and identify that magnetic characteristic that galvanizes people around a common mission,” says SurveyMonkey SVP of Marketing Communications Bennett Porter. “We found out that SurveyMonkey means much more than research results: People were using our tool to unleash creative thinking and move beyond the assumptions that often get in the way of innovation.”
Porter says this “aha” moment was a revelation for the organization that resulted in a complete overhaul of its brand.
“We made visual changes to the brand to materialize and capture the essence of curiosity. A rebrand isn’t just redesigning a logo, developing a new messaging platform or ad campaign. It’s leveraging the opportunity to revisit our products, processes, and procedures.”
According to Porter, the new direction has opened the company up to new products beyond its well-known survey offerings, including a new “People Powered” platform.
“Today, there is no shortage of data coming from countless sources, but there is less understanding of the why behind the data.” This lack of understanding behind the data is powering SurveyMonkey’s next chapter, says Porter.
“Helping companies understand why their sales numbers or customer satisfaction scores look the way they do. We can do this by turning voices and opinions of the people that matter to a company most into actionable insights.”
Porter says when she first joined SurveyMonkey, the brand was democratizing market research. In her current role, she oversees all brand strategy and marketing communications.
Previously, she served as VP, Marketing for Yahoo’s Emerging Markets and also managed the Yahoo Buzz Marketing team. Porter graduated with a Bachelor of Arts in English from The Colorado College and earned an Masters from the SI Newhouse School of Public Communications at Syracuse.
About The Author