Dial ‘M’ for Peppercomm (A Rebranding Adventure)
By Jacqueline Kolek, Partner & Senior Director, Peppercomm
On October 1, 2012 Peppercom made a small change with big meaning. We rebranded the firm to Peppercomm and launched a new tagline and website. The process took us much longer than planned, partly because client work consistently took priority and partly because our initial attempts were too complicated. After several iterations, we had what we like think was a simple stroke of genius. Adding one letter communicated who we are, how we work and solved a challenge we’ve faced for 17 years.
The added “M” signifies our evolution to a fully integrated marketing and communications firm with a very different approach to meeting the needs of our clients, and most importantly, their audiences. From enhanced digital and social media capabilities to creative services to our proprietary Comedy Experience, Peppercomm offers a full suite of marketing and communications tools. But our new tagline perfectly sums up what makes us different – Listen. Engage. Repeat.
As part of the rebranding effort, we undertook an extensive audit to see what our competitors were saying. We purposely chose the word “Listen” not only because we live, eat and breathe it, but because none of our competitors were using it in their branding. Unlike most communications firms who focus on engaging audiences through predetermined tactics, we enter each assignment without any preconceived notions. We listen to our client’s audiences and experience the company from their perspective. By literally walking in our target audience’s shoes, we go the extra mile to craft the right strategies to help our clients better align their messages and meet their audiences when and where those constituents want to engage. Through this channel neutral approach, we ensure that we are providing these audiences with engaging content that they will want to spread.