Hi Sourabhniyogi,
1. Very cool proposal, can we see this project in its final stages? If not, why not?
Absolutely! I’ll be sharing each stage of the Brand refresh project in a series of upcoming posts - The purpose is to bring the community up to speed with developments. One of the problems is that some members of the community who were involved with the earlier stages of the project are no longer involved. That said, I’m keen to update the existing community as this involvement is key to getting the project over the line.
2. How do you see your guild relate to “Modular Marketing Materials”?
The GUILD will ultimately be responsible for driving the brand - but this doesn’t mean it will be dictatorial in its approach. Each member has fantastic experience - and understands the value of a collaborative approach to the creative process. So irrespective of what type of content is considered, (modular, bespoke, automated, programmatic, Brand, Events, promotions, campaigns), all content types should be eligible for review and discussion. Long term, best practice will be for the GUILD to help advise on brand consistency, strategic alignment and quality control.
3. To use a tired example, Nike brand isn’t about shoes, its about honoring great athletes and great athletics. In the new brand refresh, how does the new brand explain what does Polkadot stand for?
After many rounds of individual interviews, discussions, research and exploration by our Brand agency partner (For People), the process focussed on a number of potential narratives that were shared with the community - who responded via a Typeform questionnaire. Bearing in mind this was very much a WIP, the narrative that resonated most with audiences was the third option. The strategic narrative of ‘Join In’.
pw: forPolkadot2023
We have since iterated on the core wording, but the sentiment remains the same. This final narrative is about to be shared and tested with the community. Findings will be announced.
4. If we did something like “Polkadot Does What Ethereum Cannot” 2024 Brand Marketing Campaign, how can you see the Guild coordinating with an agency RFP process or is that now meaning and irrelevant because like the new brand identity already has a solid 2.0 Narrative?
This is a cool proposal and a strategy I’ve seen work before.
As representatives and community drivers of the Polkadot Brand, the GUILD would play a high level role in exploring the strategic objectives and possible amplification opportunities/measurement of a proposal of this nature. At this stage, the refreshed Brand Identity is not cast in stone or approved, so ongoing work and projects will still need to be created for business continuity. The GUILD will play a part in defining the refreshed brand identity and will aim to measure significant brand and campaign creatives. Documenting success metrics is fundamental to predicting repeat campaign activity in a YOY marketing engagement cadence.