MAking it easy for customers to choose BrainPOP over the flashy AI tools flooding the Edtech market.
Business challenge:
After 25 years, BrainPOP was well-known for what its product does—but not why it matters. It needed a differentiated story that could protect its relevance and give sales and marketing something more powerful than a list of features.
My approach:
I identified the enduring value BrainPOP had already earned and then turned it into a clear idea the entire business could use.
The challenge wasn't simply to create new positioning. It was to uncover what made BrainPOP uniquely valuable, protect the equity it had built over 25 years, and make that value relevant in a dramatically different market.
From there, I built the strategy and translated it into the tools that would bring it to life across sales, marketing, product, and creative executions.
Brand Messaging
Product Messaging
My impact:
BrainPOP went from explaining what it does to making a clear case for why it should be chosen.
The team now has a shared narrative that can guide sales conversations, marketing, product messaging, and future creative—reducing fragmentation and making it easier to adapt to market shifts without reinventing the brand each time.
Brand strategy rolled out across the entire organization
Used to inform product development
Became the foundation for a new website
Used by the sales organization
Helped leadership align the Board around the direction of the business
Key Learning:
The strongest brand strategies distinguish between what should change and what shouldn't.
In a market moving quickly around AI and digital learning, the temptation is to continually reposition in response to the latest development. Instead, we built around an enduring idea and created enough flexibility for the expression of that idea to evolve with the market.