In mid-March, after reviewing the outcomes from the positioning workshop, Yesler strategists presented an idea for a specific product within the Cut2it video platform. The proposed plan defined a product from those features that enabled the sharing and tracking of original video content. Branding those features as a discrete product preserved the investment in and value of the Cut2it name as the overall platform and patent from which additional products and features could be developed.
Of the names presented for the product, “Videomine” and its tagline “It’s your moment” got the thumbs up. “We liked the name because of the play on ‘mine’: video mining as searching for things that you like best and the idea of having a reference to a specific moment that is ‘mine.’” says Abdo.
With the greenlight, our content strategists and production teams worked in quick sequence to build out the messaging, a fully responsive and mobile-first product web page, and a pitch deck to support conversations with potential investors.
The work included developing a logo, visual identity, and messaging strategy and framework that complemented the Videomine name. Festive colors evoke broadcasts, live shows, and meaningful moments accompanied by photographs and imagery that show how people use devices to easily share content they like. Phrases such as, “We love to share great video content, but only the moments that matter to us and our community” and “Turn casual fans into brand advocates” quickly express the feeling associated with the benefits of using Videomine. And phrases like, “Incorporate Videomine into existing advertising, content, and social platforms” and “Easy video sharing: Fans can share just that favorite moment, or the full video—no tools, no new files to create” succinctly communicate how the product works and how easy it is to use.
“Yesler was able to quickly digest what was important to me regarding Cut2it and jump on it. They understood that I wanted to maintain the Cut2it brand itself, but that I needed a product that would resonate with our enterprise targets,” Abdo says.