Client snapshot: the rapid evolution of Versature business phone services

Sometimes, order I’m just too good at my job…

A couple months ago, I got a call from one of Ottawa’s smartest tech  leaders, Paul Emond, CEO of Versature. And like a fool, I ended up pitching him on the idea of a quickie “elevator pitch tuning session” for his executive team. I’m not a fool because my company couldn’t help him. I’m a fool, because the session went so well, and I got so excited about Versature’s brand, that I broke every rule of consulting and solved all his problems at once…

Versature’s new identity – with a little help from the DenVan and Brandvelope Consulting.

Okay, I’m joking… mostly

It was actually an amazing little project, and I was really happy we nailed it – and gained a happy customer – so quickly.

NOV 16: UPDATE. And this isn’t just any customer. Congratulations Versature on being named Small Business of the Year by the Ottawa Chamber of Commerce last night!

Paul goes into much greater depth about what we did together in this glowing post on the Versature blog, so if you’re interested, do give that a read. But here’s the high view.

First a brief description of the process:

A month or so ago some of the staff and I had a mini-retreat to discuss Versature’s elevator pitch, or more generally, Versature’s story. We were led in our workshop by Dennis Van Staalduinen, whom I would highly recommend for work of this type.

We ended up getting a lot out of the experience, but for me the most exciting piece was that we were finally able to tie a lot of marketing pieces together that had been a little bit disjointed. Dennis did that with 4 little powerful words that will become part of our marketing materials going forward. “Business Phone Service. Evolved”.

Versature Telco Dinosaur ads - evolved by DenVan and Brandvelope
See what a difference a bit of evolution can make?

Later Paul talks about why he likes those little words so much, and why, for him, they form such a clean and efficient brand positioning line for Versature:

The words “Business Phone Service” succinctly tell the casual prospect what exactly Versature does… The last word, “Evolved” speaks volumes.

First of all, it’s a tie in to the dolphin and the main reason why we chose this particular animal – because the dolphin is the most highly evolved communicator in the animal kingdom next to humans. It’s also “evolved” because this definitely isn’t your parents phone system solution…. Versature offers a radically improved experience over what people have been used to. Finally, we like the fact that these words tie in nicely with our dinosaur campaign, which pokes fun at the traditional telco’s for being stuck in the dark ages.

Paul raves about the identity and marketing work that Hintonburg-based Ottawa design shop Northern Army put together for them – and he’s right. There’s some brilliant stuff there from Ryan Anderson and company. I love the Northern Army ads comparing telcos to dinosaurs – which I also humbly took a stab at re-positioning (example at right).

So there you have it, my business triumph and failure in one package

Again, mostly joking about the failure part. Much better to have a clear win on a project than drag it out for months and months. Even if that would also stretch out the billable time for my business. Ah well, I’ve always said I’m much better at my clients’ businesses than my own.

If you’re interested in replacing your old dinosaur phone system, check out the smart mammals at Versature (new logo coming soon to the home page).

 If you’re looking for an easier way to tell your story? Call me maybe.

But we can’t promise to take eons to help you out.

Favourite blog posts of 2009: October & November

Part 3 of our series on our favourite posts of 2009″

October and November held a few more pleasant surprises for us here at Beg to Differ – from our Chicken Sandwich series to our first Slideshare cross-over hit, cure to  a Seussian Twitter phenomena, viagra we continue to be surprised by the enthuisiastic response of our readers – but almosrt never in ways we expect.

Restaurant

What if restaurants charged like creative agencies? The other side

October 9, 2009

The branding business: we haven’t have a lot of posts about this topic area… yet. But we felt we needed to respond to a viral video which lampooned clients for not “getting” the value of the work creative agencies do. After all, it takes two to tango – or quibble over a giant invoice.

More on the biz: when branding, look outside;

Big Fresh

How to name a chicken sandwich: thoughts for branders

October 19, 2009

Brand naming: When KFC launched a new chicken sandwich with a name developed by Brandvelope, we took the opportunity to toot our own horn a bit and talk about the process of naming a brand. And the results: our biggest single day tally of visitors as branders came by for a taste of what we do.

More on names:Sorry Shakespeare: names matter;  brandscape – a chicken or egg?

Fail Plane

American Airlines meets Mr. X – a tragic tale of brand failure

November 9, 2009

“Whole brand” thinking: This short post on the failure of a giant corporation to understand  effective customer engagement in the social media era marked the first time a SlideShare deck  of ours reached 2000 hits – and climbing (in response to a tip from  Alison Gresik).

More on this:Toronto Web site fail; Human in five steps; the perils of too much choice; one immutable law

goat2[1]Green eggs & spam: a Twitter poem

November 19th, 2009

Social media: Funny to talk about this one as a greatest hit – because we wrote it in the middle of the current “faves” series – and it’s really still going with more than 100 RTs to date. Basically, we wondered a) what @SamEyeEm would be like on Twitter, and b) what Dr. Seuss might think about the new “ReTweet” feature on Twitter.

More on this topic: Twiterloo; branding explained in Twitterese; “Social Media” needs a new name.

More in this series:

Oh, and another reminder: please sign up for e-mail updates (on the right) or our RSS feed, so you keep track of our future posts.

Brand Brief: Monsters in Smart Cars; Saints on Harleys

Are we really the brand we drive?

A few minutes ago, ed while I was driving home from my son’s daycare Halloween parade (and yes, order he wore his bat costume again) I got cut off on the road by an aggressive jerk. Weaving in and out of traffic, healing speeding, talking on a cell phone, throwing a smoking cigarette out the window – you know the kind. But now that I’ve described him, what kind of car do you picture him driving?

Photo from the Flickr stream of cornillious.
Chances are, this isn't what you're picturing (Photo from the Flickr stream of cornillious).

It was a Smart Car

That’s right, this jerk wasn’t driving an over-sized SUV, an expensive look-at-me luxury roadster, a rusted muscle car, or his mom’s minivan – any of which might have popped into your mind when I said “a jerk cut me off”. Well shame on you for being so narrow minded!

This jerk was creating dangerous road situations in a a cute little, enviro-friendly, fuel-sipping, tree-embracing Smart Car! And when I saw it, a little part of my brain popped. It seemed like an oxymoron, like a Ferrari doing the speed limit, or a Harley with a muffler.

But why should that surprise anyone?

Think about your preconceptions of Smart Car drivers for a moment.  Now think about how those perceptions of the people are shaped by the car’s design, the current global warming “zeitgeist”, the smart growth movement, and of course by the Smart brand with its perfect name and focused line of extensions.

The thing that went “pop” in my mind was betrayal: this jerk was knocking down my positive stereotypes of Smart Car drivers, and I resented that.

Now think about your brand

Ask your self a few questions:

  • What preconceptions and stereotypes are built in to your product when people buy it?
  • Are these expectations positive or negative for your brand image and values?
  • Are the people “driving” your brand living up to the positive expectations?
  • If they’re not, is your brand strong enough to make the odd jerk look like the exception rather than the rule?

In this case, my mental image of Smart Cars survived the encounter, and this jerk even made my affection for Smart a bit stronger since part of my indignation was on behalf of the brand – as in “how dare you do that to something I treasure!”

Smart branders know their tribes and cultivate them with carefully tuned messages. The tag line from freecountry.harley-davidson.comsays it all: "Screw it. Let's ride."
Smart branders know their tribes and cultivate them with carefully tuned messages. The tag line from freecountry.harley-davidson.com says it all: "Screw it. Let's ride."

Bad branding in orbit: Guy Laliberté soars while his cause brand drops

Guy Laliberté has always had his head among the stars. But all this week, information pills the French-Canadian founder of Cirque du Soleil – and #562 on the Forbes list of wealthiest people – is actually circling the earth as a paid tourist aboard the International Space Station. And true to form, he’s using the opportunity to do a bit of “over-the-top” showmanship. Unfortunately, Laliberté didn’t match his lofty ambitions with the same sophistication, taste, and branding savvy he’s usually shown on Earth. Maybe it’s the lack of oxygen…

Guy in space - 600w
In space, nobody can hear your eyes rolling: Here's Laliberté sitting in the coolest place any human could ever be, with three very lame words on his shirt.

The event: stars will align tomorrow night

Screencap with goreOn Friday, October 9th at 8:00 p.m. (Eastern Standard Time) Laliberté will be hosting a Webcast from space in support of his ONE DROP Foundation.

You can find out more details about the event and performers here.

But in brief, the Webcast will pull together material from 14 cities around the world, and feature contributions from such luminaries as Al Gore, David Suzuki, and Salma Hayek, as well as performances by U2, Shakira, and, wait for it… Guy Laliberté himself performing from the International Space Station.

OD_Logo_Splash[1]

However, much to the disappointment of Cirque fans around the planet, he won’t be stiltwalking, eating fire, or even playing accordion (which, unlike terrestrial billionaires, he can actually do).

He’ll be reading poetry.

And you thought there was no gravity in space!

Before we get too critical, let it be known we think the cause he’s supporting is a great one.

This is what the event Web site says about the purpose of his mission (and we’ll ignore the clunky copy writing for the moment):

Laliberté’s mission in space is dedicated to making an impact on how water, our most precious resource, is protected and shared. And he will be applying tools he has used so well for most of his life to bring about change: arts and culture.

Information about our world’s water-related issues will be conveyed using a singular poetic approach. The messages he will transmit from the ISS will build awareness for ONE DROP Foundation initiatives, its objectives and dream of “Water for all, all for water.”

Good on you Guy, for using your media exposure for a good cause. We at Beg to Differ envy and admire your incredible  chutzpah for reaching so high in pulling all this together.

But sad to say, there’s a “leak in the capsule” on this one.

See if you can find the problem in the image below:

Guy_About_Mission_en
Hint: the problem here ain't the smiling bald guy - or maybe it is...

Houston (Montreal, Moscow, etc.), we have a problem:

One of the dumbest, most pretentious names ever.

And the event’s subtitle doesn’t help: “Moving Stars and Earth for Water”.

Sorry Guy. It’s awkward in English. It’s pointless in French. It’s self-defeating as a brand strategy. And it’s totally counter to the taste and sophistication you’ve always applied to Cirque.

And worst of all, it focuses away from the parts of your mission that are really cool and worthy of attention:

  • Clean Water for earth! The wonder of space travel! A circus guy in space!

Instead it focuses on the lame (and painfully self-indulgent) parts of the picture:

  • Poetry reading! That mushy word “social”! Our sneaking suspicion that this may have more to do with your ego than water!

So Guy, next time you go to space, call me okay?

A branding expert could help you figure this stuff out before you blow millions of dollars making it all look like one big vanity project … or maybe at least help you make it look less like one.

One easy approach I would have suggested would be to call this whole project the “ONE DROP Clean Water for Earth Mission” and focused all your energies on building that one brand.

But that’s just one way we could have approached this. So seriously Guy. Call me next time. You can reach me here.

Bonus: Guy Laliberté video-blogs from space