{"id":5810,"date":"2021-02-14T04:11:48","date_gmt":"2021-02-14T04:11:48","guid":{"rendered":"https:\/\/www.thebrandingjournal.com\/?p=5810"},"modified":"2024-06-22T12:54:04","modified_gmt":"2024-06-22T12:54:04","slug":"branding-journey-beyondminds","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2021\/02\/branding-journey-beyondminds\/","title":{"rendered":"Case Study: BeyondMinds&#8217; Branding Journey"},"content":{"rendered":"\n<p>There is nothing artificial about <a href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/what-is-branding-definition\/\">branding<\/a> when it is done right.&nbsp;<\/p>\n\n\n\n<p>On the contrary, effective branding \u2013 which captures and communicates deep truths about a company \u2013 is as genuine a narrative as there is.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/02\/branding-journey-beyondminds\/#Introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/02\/branding-journey-beyondminds\/#Brand_Research\" >Brand Research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/02\/branding-journey-beyondminds\/#Brand_Purpose\" >Brand Purpose<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/02\/branding-journey-beyondminds\/#Brand_Positioning\" >Brand Positioning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/02\/branding-journey-beyondminds\/#Brand_Communication\" >Brand Communication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/02\/branding-journey-beyondminds\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/02\/branding-journey-beyondminds\/#About_the_Author\" >About the Author<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Authenticity branding was my mission when I undertook a branding project for, ironically enough, an artificial intelligence company. <a href=\"https:\/\/beyondminds.ai\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">BeyondMinds<\/a>, is a new enterprise Artificial Intelligence (AI) company in a crowded field \u2013 one that is characterized by hype and overpromises \u2013 making the need for a strongly articulated and differentiated brand particularly critical.<\/p>\n\n\n\n<p>Despite the breadth of sectors and personalities, the principles I apply are universal \u2013 although the details and nuances of them do vary. <\/p>\n\n\n\n<p>There are also branding differences between b2b and b2c entities, but the reality is that the lines are blurring, as all companies want to sound young and fresh, and human. You\u2019ve all seen that yourselves, as the biggest, multi-billion dollar behemoths seem to be seen as friendly and accessible. And now that I mention it \u2013 you\u2019ll be even more alert to that trend.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"400\" src=\"\/wp-content\/uploads\/2021\/02\/beyondminds-branding-1.jpg\" alt=\"beyondminds branding \" class=\"wp-image-5822\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/beyondminds-branding-1.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/beyondminds-branding-1-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/beyondminds-branding-1-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/beyondminds-branding-1-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>So, let\u2019s start with the key principles of branding that we applied to the BeyondMinds project:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_Research\"><\/span><strong>Brand Research<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Start inside before you go outside<\/strong><\/p>\n\n\n\n<p>Branding is storytelling; the truism that \u201cFacts tell, stories sell\u201d cannot be denied. So for BeyondMinds, I \u2013 along with my project partner, co-conspirator, and former head of marketing at Conduit, Yochai Levi, spent many hours with the company\u2019s leadership and key stakeholders. <\/p>\n\n\n\n<p>We also interviewed outsiders, including prospective clients. These were honest, transparent, and wide-ranging conversations that helped us thoroughly understand both the product from the AI-side, as well as the cultural and mission-driven side.<\/p>\n\n\n\n<p>We came to understand and appreciate that this is a category that struggles with hyperbole and overpromise, which leads to an 87% failure rate when it comes to production. BeyondMinds overcomes that.<\/p>\n\n\n\n<div class=\"thebr-posts-middle-2\" style=\"text-align: center;\" id=\"thebr-1573429089\"><div id=\"thebr-4218758703\"><a class=\"advanced-image\" href=\"https:\/\/www.thebrandingjournal.com\/branding-checklist\/?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=checklist_articles&#038;utm_content=black_mockup\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2024\/07\/TBJ-Cheat-Sheet-300x250-1.png\" type=\"image\/png\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2024\/07\/TBJ-Cheat-Sheet-600-x-300.png\" type=\"image\/png\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2024\/07\/TBJ-Cheat-Sheet-600-x-300.png\" alt=\"Checklist image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_Purpose\"><\/span>Brand Purpose<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Finding the Reason Beyond the Reason<\/strong><\/p>\n\n\n\n<p>To elaborate on the mission point, today a company needs to be animated by a <a href=\"https:\/\/www.thebrandingjournal.com\/2016\/06\/brand-purpose\/\">purpose <\/a>that goes beyond developing innovative products or services, and that is inspired by the fundamental change and impact the company wants to make in the world. Simon Sinek writes about this in his<a href=\"https:\/\/medium.com\/leadership-motivation-and-impact\/the-power-of-starting-with-why-f8e491392ef8\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> \u201cWhy?\u201d<\/a> framework, but<a href=\"https:\/\/www.bain.com\/insights\/giving-people-hope-by-igniting-your-company-purpose\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> many consultants<\/a> have reinforced the need for an internal company driver; I have written about it in<a href=\"https:\/\/www.huffpost.com\/author\/adam-hanft\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> HuffingtonPost<\/a> and other places.<\/p>\n\n\n\n<p>For BeyondMinds, the animating impulse was to build a bridge from theory to practice, so that companies could achieve <em>their<\/em> missions. When you think about it, we are a mission-enabler \u2013 and that\u2019s a pretty wonderful role to play.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_Positioning\"><\/span>Brand Positioning<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Embracing where you fit<\/strong><\/p>\n\n\n\n<p>Most start-ups who see the world through a completely fresh lens \u2013 the way BeyondMinds does \u2013 are called \u201cchallenger brands.\u201d Technology doesn\u2019t need to be gently advanced, but radically reinvented &#8211; because enterprise AI, as it is currently developed and deployed, is largely an abject failure.<\/p>\n\n\n\n<p>As we developed the positioning and voice for BeyondMinds, we used the framework detailed below; I think you\u2019ll be nodding in agreement as you read the fundamental distinctions between a hungry and smartly opinionated challenger brand, and a lazy and mushy \u201cGoliath\u201d or legacy brand.<\/p>\n\n\n\n<p><strong>Landing on who you are<\/strong><\/p>\n\n\n\n<p>With those principles in mind, we began the development of the BeyondMinds strategy and positioning. The first step was to create a business descriptor that served the dual mission of being a clear and compelling explanation of what the company does &#8211; and, simultaneously, expressing that in a differentiated fashion. Both are essential to successful branding. If you are descriptive but not unique, you will blend into the noise of a crowded category. If you lack clarity, it doesn\u2019t matter how unique your storytelling is.<\/p>\n\n\n\n<p>We landed on a strong, memorable, and instantly telegraphic phrase:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>We are the AI Multiplier company.<\/p><\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"400\" src=\"\/wp-content\/uploads\/2021\/02\/1.jpg\" alt=\"beyondminds branding multiplier\" class=\"wp-image-5821\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/1.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/1-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/1-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/1-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>We then detailed just some of the many ways that our technology multiples the enterprise-wide power of AI. A \u201cmultiplier\u201d company is exponentially more valuable than a technology that is merely additive. We multiply everything below; at the same time, this phrase speaks, subliminally, to a stock price multiple:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The inherent capabilities of enterprise AI \u2013 which have not even been additive, and have often been subtractive<\/li><li>A challenger brand tells it like it is<\/li><li>The speed to production timeline because we are MORE than a model \u2013 thus solving the 87% failure rate<\/li><li>The ROI of AI<\/li><li>The ease of maintenance<\/li><li>The strengths of the internal client team, liberated from the struggle of building their own solution<\/li><li>AI x BeyondMinds = Industry Standard<\/li><\/ul>\n\n\n\n<p>The next step was to go one level further and identify the core approach that separates our platform from everyone else:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>We are the only enterprise AI company that is \u201cuniversally applicable and easily adaptable.\u201d<\/p><\/blockquote>\n\n\n\n<p>This message speaks to the modular nature of our Multiplier AND its flexibility:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>It is this proprietary combination that enables us to solve the problems that have plagued AI deployment.<\/li><li>Simple, memorable statement of what separates us; acts as a filter for R&amp;D. If new technologies and products don\u2019t advance this framework, we don\u2019t make the investment.<\/li><li>Sets up case histories as our marketing will present them.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_Communication\"><\/span>Brand Communication<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Building your own language<\/h3>\n\n\n\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"400\" src=\"\/wp-content\/uploads\/2021\/02\/2.jpg\" alt=\"beyondminds branding with us\" data-id=\"5820\" data-full-url=\"\/wp-content\/uploads\/2021\/02\/2.jpg\" data-link=\"https:\/\/www.thebrandingjournal.com\/?attachment_id=5820\" class=\"wp-image-5820\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/2.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/2-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/2-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/2-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p>As part of the branding project, we then developed an enriched vocabulary which creates new messaging contexts for our \u201cfirst name.\u201d Part of successful branding is to build an ownable new language around the company name. While not all names lend themselves to that strategy, fortunately, BeyondMinds\u2019 does:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Beyond Theory<\/li><li>Beyond Conventional Approaches<\/li><li>Beyond Failures<\/li><li>Beyond Internal Capabilities<\/li><li>Beyond a Model<\/li><li>Beyond the Competition<\/li><li>Beyond Borders<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Mission Statement<\/h3>\n\n\n\n<p>From there, we baked all that work into a mission statement:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Our mission is to create AI partnerships that enable the world\u2019s most sophisticated companies to benefit quickly and enduringly from AI\u2019s benefits, while freeing themselves of the risks and burdens of its development and ongoing maintenance<strong>.<\/strong><\/p><\/blockquote>\n\n\n\n<p>This single sentence covers a lot of ground. It speaks to the \u201cpartnership\u201d relationship with our clients. We are the furthest thing from a vendor. We target \u201csophisticated\u201d companies who have both complex needs and a deep understanding of what separates real from fake AI. \u201cQuickly and enduringly\u201d speaks to the speed of implementation and the long-term value of our solution. And the last section deals with the way that we liberate our clients from having to build their own systems.<\/p>\n\n\n\n<p>Finally, we boiled all that down to a positioning we describe as \u201cInspired Pragmatism\u201d and can be summed up in this simple but profound statement:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>We Love Theory. We Practice Production.<\/p><\/blockquote>\n\n\n\n<p>It captures the bridging strategy that I described earlier in six memorable words that connect our love with the beauty and elegance of theory, and our relentless focus on the practical and pragmatic. Therein lies our magic&nbsp; &#8211; which defines not only the company\u2019s go-to-market advantages, but the characteristics and attributes of those we want to recruit and attract as we grow. <\/p>\n\n\n\n<p>This is a good example of how successful branding extends beyond marketing, into HR and the entire operational philosophy of a company.<\/p>\n\n\n\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-2934870552\"><div id=\"thebr-1157768108\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/ultimate-brand-building-system-marketers?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=course_articles&#038;utm_content=blue_arrow\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-300x250-1.gif\" type=\"image\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" type=\"image\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" alt=\"Course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h3 class=\"wp-block-heading\">Manifesto<\/h3>\n\n\n\n<p>From those six words, we created an expanded statement of the mission as a short manifesto:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>There have been extraordinary advances made in AI &#8211; in academia and elsewhere \u2013 in the last few years. It\u2019s been a quantum leap, a trajectory change. But it\u2019s also led to disappointment, exaggerated claims, and failures.<\/p><p>BeyondMinds is the bridge from theory to practice, and to successful production.<\/p><p>We do that with the first enterprise AI solution that is universally applicable and easily adaptable. We\u2019ve identified those foundational AI elements, the business, and human truths, that transcend individual industries, while similarly addressing burning customization needs.<\/p><p>We create partnerships with our clients by bringing them an AI Multiplier Effect, which frees them from the 87% failure rate of traditional AI deployments \u2013 a frustrating waste of time and money. The Multiplier Effect continues after deployment, from Day One through Day Forever, as we improve in real ways, in real-time.<\/p><p>In other words, we deliver AI without the PAIN<strong>.<\/strong><\/p><p><\/p><\/blockquote>\n\n\n\n<p>You can see how tightly the principles and themes of the branding are woven together, in just a few sentences. One thing I want to call out is the idea of business truths <em>and<\/em> human truths being part of our AI development. <\/p>\n\n\n\n<p>That\u2019s part of our competitive differentiation. We understand how businesses operate, and how AI needs to integrate successfully with different industries; that\u2019s the \u201ceasily adaptable\u201d part of our story. At the same time, we understand human behaviors and how the brain operates \u2013 because the way to overcome the 87 percent rate is by successful partnering between people and technology.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>So, there you have it.&nbsp; BeyondMinds used this message in its successful public-launch and its first announcement of a raise of $15M (see a story on the round in <a href=\"https:\/\/venturebeat.com\/2020\/11\/19\/beyondminds-raises-15-million-to-drive-enterprise-ai-adoption\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">VentureBeat<\/a>).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"229\" src=\"\/wp-content\/uploads\/2021\/02\/beyondminds-branding-2.jpg\" alt=\"\" class=\"wp-image-5817\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/beyondminds-branding-2.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/beyondminds-branding-2-300x86.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/beyondminds-branding-2-768x220.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/beyondminds-branding-2-380x109.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>All branding, of course, is a work-in-progress \u2013 as marketplaces change dynamically, especially in AI. But the core truths remain, while the applications shift. So far, the internal and external feedback has been validating &#8211; because the genuine always wins.<\/p>\n\n\n<style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > #kt-info-box_e095a1-a8 .kt-blocks-info-box-link-wrap{max-width:unset;}#kt-info-box_e095a1-a8 .kt-blocks-info-box-link-wrap{border-color:var(--global-palette3, #1A202C);border-top-width:2px;border-right-width:2px;border-bottom-width:2px;border-left-width:2px;background:var(--global-palette7, #EDF2F7);padding-top:20px;padding-right:20px;padding-bottom:20px;padding-left:20px;}#kt-info-box_e095a1-a8 .kt-blocks-info-box-link-wrap:hover{border-color:var(--global-palette3, #1A202C);background:var(--global-palette7, #EDF2F7);}#kt-info-box_e095a1-a8.wp-block-kadence-infobox{max-width:100%;}#kt-info-box_e095a1-a8 .kadence-info-box-image-inner-intrisic-container{max-width:100px;}#kt-info-box_e095a1-a8 .kadence-info-box-image-inner-intrisic-container .kadence-info-box-image-intrisic{padding-bottom:116.8889%;width:450px;height:0px;max-width:100%;}#kt-info-box_e095a1-a8 .kadence-info-box-icon-container .kt-info-svg-icon, #kt-info-box_e095a1-a8 .kt-info-svg-icon-flip, #kt-info-box_e095a1-a8 .kt-blocks-info-box-number{font-size:50px;}#kt-info-box_e095a1-a8 .kt-blocks-info-box-media{color:#444444;background:transparent;border-color:#444444;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:20px;padding-right:20px;padding-bottom:20px;padding-left:20px;margin-top:0px;margin-right:20px;margin-bottom:0px;margin-left:0px;}#kt-info-box_e095a1-a8 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:#444444;background:transparent;border-color:#444444;}#kt-info-box_e095a1-a8 .kt-infobox-textcontent h2.kt-blocks-info-box-title{font-size:20px;font-family:'Source Serif Pro';font-style:normal;font-weight:400;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}#kt-info-box_e095a1-a8 .kt-infobox-textcontent .kt-blocks-info-box-text{color:var(--global-palette3, #1A202C);}.wp-block-kadence-infobox#kt-info-box_e095a1-a8 .kt-blocks-info-box-text{font-size:16px;font-family:'Source Sans Pro';font-style:normal;font-weight:400;}#kt-info-box_e095a1-a8 .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}@media all and (max-width: 767px){#kt-info-box_e095a1-a8 .kt-blocks-info-box-link-wrap{display:block;}#kt-info-box_e095a1-a8 .kt-blocks-info-box-link-wrap .kt-blocks-info-box-media{display:inline-block;max-width:100%;}}<\/style>\n<div id=\"kt-info-box_e095a1-a8\" class=\"wp-block-kadence-infobox\"><div class=\"kt-blocks-info-box-link-wrap kt-blocks-info-box-media-align-left kt-info-halign-left\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-image-inner-intrisic-container\"><div class=\"kadence-info-box-image-intrisic kt-info-animate-none\"><div class=\"kadence-info-box-image-inner-intrisic\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/02\/Adam-Hanft.jpeg\" alt=\"Adam Hanft\" width=\"450\" height=\"526\" class=\"kt-info-box-image wp-image-5827\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/Adam-Hanft.jpeg 450w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/Adam-Hanft-257x300.jpeg 257w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/Adam-Hanft-380x444.jpeg 380w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><h2 class=\"kt-blocks-info-box-title\"><span class=\"ez-toc-section\" id=\"About_the_Author\"><\/span>About the Author<span class=\"ez-toc-section-end\"><\/span><\/h2><p class=\"kt-blocks-info-box-text\">Adam Hanft is a brand strategist &#8212; he runs Hanft Projects, a NYC firm &#8212; and is a frequently published marketing authority and cultural critic. He sits on the boards of Scotts Miracle-Gro and 1800Flowers, and has consulted for dozens of start-ups around the world, as well as larger entities like McKinsey, Microsoft, Fidelity, and Match.com. Find him on <a href=\"https:\/\/twitter.com\/hanft\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Twitter<\/a>.<\/p><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"There is nothing artificial about branding when it is done right.&nbsp; On the contrary, effective branding \u2013 which&hellip;\n","protected":false},"author":29,"featured_media":5819,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"In this case study, you will learn about the brand purpose, positioning, and strategy of the artificial intelligence company BeyondMinds.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[490,58,207,3,11],"tags":[],"ppma_author":[766],"class_list":{"0":"post-5810","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-identity","8":"category-brand-positioning","9":"category-brand-strategy","10":"category-brands","11":"category-case-studies","12":"cs-entry","13":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":490,"label":"Brand Identity"},{"value":58,"label":"Brand Positioning"},{"value":207,"label":"Brand Strategy"},{"value":3,"label":"Branding"},{"value":11,"label":"Case Studies"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/Blogcover-TBJ3.jpg",800,534,false],"author_info":{"display_name":"Adam Hanft","author_link":"https:\/\/www.thebrandingjournal.com\/author\/adam-hanft\/"},"comment_info":4,"category_info":[{"term_id":490,"name":"Brand Identity","slug":"brand-identity","term_group":0,"term_taxonomy_id":490,"taxonomy":"category","description":"","parent":207,"count":26,"filter":"raw","cat_ID":490,"category_count":26,"category_description":"","cat_name":"Brand Identity","category_nicename":"brand-identity","category_parent":207},{"term_id":58,"name":"Brand Positioning","slug":"brand-positioning","term_group":0,"term_taxonomy_id":58,"taxonomy":"category","description":"","parent":207,"count":29,"filter":"raw","cat_ID":58,"category_count":29,"category_description":"","cat_name":"Brand Positioning","category_nicename":"brand-positioning","category_parent":207},{"term_id":207,"name":"Brand Strategy","slug":"brand-strategy","term_group":0,"term_taxonomy_id":207,"taxonomy":"category","description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","parent":0,"count":94,"filter":"raw","cat_ID":207,"category_count":94,"category_description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","cat_name":"Brand Strategy","category_nicename":"brand-strategy","category_parent":0},{"term_id":3,"name":"Branding","slug":"brands","term_group":0,"term_taxonomy_id":3,"taxonomy":"category","description":"","parent":0,"count":40,"filter":"raw","cat_ID":3,"category_count":40,"category_description":"","cat_name":"Branding","category_nicename":"brands","category_parent":0},{"term_id":11,"name":"Case Studies","slug":"case-studies","term_group":0,"term_taxonomy_id":11,"taxonomy":"category","description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","parent":0,"count":37,"filter":"raw","cat_ID":11,"category_count":37,"category_description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","cat_name":"Case Studies","category_nicename":"case-studies","category_parent":0}],"tag_info":false,"authors":[{"term_id":766,"user_id":29,"is_guest":0,"slug":"adam-hanft","display_name":"Adam Hanft","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/Adam-Hanft.jpeg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/5810","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=5810"}],"version-history":[{"count":15,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/5810\/revisions"}],"predecessor-version":[{"id":7704,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/5810\/revisions\/7704"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/5819"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=5810"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=5810"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=5810"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=5810"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}