Case Study - a brand evolution for The Next 36
The Challenge
With the success of The Next 36, the organization expanded its horizons to cater to early-stage founders and AI-focused entrepreneurs. This diversification posed a challenge: How to create distinct brands for each program while ensuring they all resonate with the overarching mission of The Next 36?
The Solution
Program-Specific Branding:
- Next Founders: This brand was crafted to resonate with early-stage founders, emphasizing mentorship, resources, and growth opportunities tailored for startups in their nascent stages.
- Next AI: Recognizing the global AI revolution, this brand was designed for AI-focused founders. It emphasized cutting-edge mentorship, resources, and a platform to innovate in the AI space.
Master Brand Creation
- Next: Bob's Your Uncle introduced 'Next' as the master brand. This overarching brand encapsulated the essence of all programs, symbolizing innovation, forward-thinking, and the future of entrepreneurship in Canada.
Creative Development
- Bob’s Your Uncle meticulously designed the visual identities for Next Founders and Next AI, ensuring they aligned with their respective target audiences. The master brand 'Next' was crafted to be versatile, allowing for seamless integration with current and potential future programs.
Rollout & Implementation
- The new brands were consistently rolled out across various platforms. From events to digital campaigns, each brand was given its spotlight while always echoing the ethos of the master brand 'Next'.
Results
- The introduction of Next Founders and Next AI saw a surge in program applications, with each program attracting its target audience effectively.
- The master brand 'Next' became synonymous with innovation and entrepreneurial excellence in Canada.
- Cohesiveness across all programs was achieved, with each program being recognized as a pillar of the 'Next' brand.
Conclusion
The evolution of The Next 36's brand narrative showcases the importance of adaptive branding in an ever-evolving landscape. By understanding the nuances of each program and creating a master brand that binds them together, Bob's Your Uncle ensured that The Next 36 and its subsequent programs remain at the forefront of Canadian entrepreneurial development.
