Torque developed a brand positioning and message that moved away from technology descriptions [the default approach with competitors], to communicate the function, strategic and user experience benefits.
We keyed the benefit story to several industry categories, conveying how the service takes away the pain of content owners threatened by potential viewer attrition and revenue erosion.
We emphasized the “pull marketing” aspects of the content and the editorial process, which foster engagement leading to desired [purchase] behaviors.
Execution of the brand included logo design and website development. We also designated product offerings, brand standards and a series of segment icons to make their own site more intuitive, reflecting the user engagement of their product.
ContexTV already has clients, such as National Geographic and Standard & Poors, and market leading partners like Towers Productions. With the new brand launched in January 2011, they will be adding customers in the news, fashion, education and finance markets.
