A BRAND STORY
Verisk Marketing Solutions (Jornaya + Infutor)
Brand Merger & Integration
ROLE | Head of Brand & Communications
From Startup
to Fortune 500.
6 years ago I joined Jornaya, a noble startup looking to improve consumer privacy in the lead generation space, along with early in-market indicators of consumer shopping intent. I led product marketing and sales enablement, relaunching flagship product and evolving the brand vision and voice.
Throughout the first year I was there I created new investor assets that helped lead to our eventual acquisition by Verisk.
Shortly after Jornaya was acquired, we acquired another startup, Infutor, and those two were the building blocks for what became Verisk Marketing Solutions (VMS).
Leading the development of the new VMS brand, we first had to prepare to sunset the legacy brands in time with the launch of the new VMS brand. That was a highly complex and layered process, which required the help of a small village.
Once we had a strategy in place we began developing the core assets needed to launch this new brand. The largest and most foundational was the marketing.verisk.com website, which had to include our newly created product suites and persona positioning.
Scope:
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Build brand strategy for creation of new VMS brand, and sunsetting of legacy brands.
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Develop unique brand identity within Verisk’ Corporate guideline.
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Write brand positioning statements and elevator pitches
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Create first VMS website and ongoing evolution.
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Develop all new marketing assets and content for social, email, events, and sales.
Results:
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Managed a seamless transition from legacy brands to VMS.
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Quickly built brand recognition through direct marketing efforts, including the podcast and Summit.
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Equipped sales with new brand positioning, product pitches, and branded resources.
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Managed ongoing brand evolution and communications strategy, working closely with Verisk executive team.
