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However, we saw signs – through feedback from our customers and sales – that this brand may not represent the future of our business. As we moved further up, we were concerned that the “cuteness” of our logo was overshadowing the seriousness of our offerings.
In short: our branding strategy no longer matched our business strategy. We needed to understand what we needed to change to lead us to our next chapter.
We delve deeper into our brand history
The rebranding began as a journey of discovery with no preconceived ideas about what elements of our brand, if any, should change. Our gut instincts told us we had to take a bold step and answer a tough question: Is SurveyMonkey the right name for our company for the next 20+ years? We turned to research to shed some light on the best way forward.
The rebranding comprised 3 initiatives:
• Brand positioning: In addition to brands such as GetFeedback, Wufoo and TechValidate, we offer market research, customer experience and survey solutions. What was the best brand architecture for our future?
• Brand name: Has SurveyMonkey been associated with a more consumer-centric business, and did this limit our perception of our capabilities and what we offer?
• Brand identity: Was there a better picture to communicate the “why†of our existence that allows us to preserve our heritage while signaling our ability to offer a business solution?
To answer these questions, we started a multi-stream research project that consisted of 10 studies and recorded the voices of more than 22,000 people in seven countries over a period of 14 months.
Laying the foundation with qualitative research
We first conducted one-on-one interviews with our executive and then analyzed the financial contributions of each SurveyMonkey product to understand where to focus our branding efforts and investments.
Our design team took a deep dive into the visual representations and branding architectures of leading B2B brands to understand the landscape and how we can create a visual identity that stands out from the rest.
We conducted a study of SurveyMonkey and found its popularity to be strong. This strengthened our decision to keep the SurveyMonkey brand in our portfolio.
Use our platform to tap into market sentiment
It became clear that our branding strategy did not match our business strategy, which was increasingly geared towards advancement. And so began the search for a new company name.
We started with nearly 1,000 names reduced to 50 and presented to the tour. After discussions, we narrowed the list down to 10 and branded the last group. Using a monadic methodology – that is, each person saw a name option – we asked 2,000 people to rate the 10 names based on attributes, pronounceability, associations, and ultimately conceptual suitability. That’s 200 answers per name.
We rated open text responses as positive, neutral, or negative to quickly assess the feelings associated with each name. Our sentiment analysis solution automatically generated scorecards that highlighted the top two box scores.
All of the last 10 names have been tested well – any of them could have been a winner. But a leader began to emerge:
Respondents rated Momentive highly in pretty much all of its attributes.
Name Attribute Scorecard
(generated automatically by Momentive Name Testing solution)
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