Bringing a new business to market – brand-ready
30 August 2022
Publishers Clearing House (PCH) is a leading advertising company that offers a unique blend of curated multi-channel shopping and sweepstakes digital entertainment across a network of web and app-based entertainment properties. Data and analytics have been at the core of the PCH business strategy for more than 60 years.
With consumers becoming more vigilant about the use of their personal data, the industry is changing. Brands will no longer be able to depend on third-party cookies, IDFA, etc., to target their customers. Now brands need to build their own first-party data strategy to authenticate, enrich, and measure access to consumers in a privacy-first and cookie-less world.
To maximise this opportunity, PCH Media, a new division of the firm, was looking to launch a separate B2B brand and platform that would be powered by its existing significantly sized, permission-based audience. So PCH turned to Living to create a name and visual identity for its new venture and to develop supporting brand messaging.
We immediately dove into a series of discovery workshops with PCH Media management as well as their business development, marketing and product teams. Those sessions resulted in a detailed creative brief that would drive the exploration of naming options and ultimately reveal the core attributes upon which the brand would be built.
Following in-depth brainstorming and creative reviews, the PCH Media team selected our proposed name: IDentifi. Taking the lead from “ID” being the universally recognised abbreviation for identity, we saw those two letters as central to the business’ value proposition. From there we sought to create a brand with power, energy, and a sense of excitement that would stand out in a crowded market. To further differentiate IDentifi, we crafted a bold tagline: “The power of know”.
Additional messaging support for the brand launch came in the form of a detailed list of actionable brand values and a set of headlines for various marketing executions. We also provided brand guidelines including the all-important tone of voice to guide IDentifi’s positioning in all its communications.
For the brand rollout, we collaborated closely with PCH’s internal creative teams, optimising our complementary skills – bringing an exciting project to fruition. Read more about our work for IDentifi from PCH Media.
Launching a new business or product?
If you’re looking to launch a new business and need an inspired partner to help with naming, visual identity, messaging or a full-blown campaign, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.