GoDaddy - Finding the brand’s point-of-view

Work for GoDaddy at Lowe Lintas

Brand Point-of-View 

When it comes to business, agility is the might that matters.

We believe it is the ability to change, to react and be nimble which can determine how successful a business is. Small businesses are conscious of their size, and wary of the big. Agility is their might.

GoDaddy stands to help small businesses be more agile in an ever-changing business environment. 

Process

Using the brand Point-of-View methodology developed at Lowe Lintas, this exercise was conducted as a consultancy project for GoDaddy. Extensive and intensive research was carried out, covering not only the usual consumer, category and cultural context but an in depth look at GoDaddy as a company and employer brand. This set the context for workshops with the leadership team and all stakeholders of the brand. We developed the point-of-view on the tenets agreed upon at the workshop.

 The next steps

GoDaddy focused its energies to partner businesses in staying agile. Product and service innovations were developed, like an all-in-one online starter kit, which allowed businesses to access a variety of tools to digitize their business in an easy way.

A brand campaign was launched to help businesses realize they had a partner to help them be more agile. The beloved captain of the Indian cricket team was chosen as an ambassador, appearing in the role of a ‘Business Brother’.  

Keeping this point-of-view in mind, thought leadership content including research and white papers were developed.