ComTech Advisory: ComTech understands that Igloo is rebranding itself? What drove that decision and why now? Tim Harrison: There are really three reasons. First, we have had almost no marketing effort to date. You see many companies nowadays, many of them tech companies, that have slick marketing strategies but, frankly, a poor product. Objectively speaking, Igloo was the opposite-we have a great product (in the words of our clients, not mine) but virtually no marketing. You can attribute this to two facts-one, we wanted to be conservative with our cash and therefore resisted investing in anything other than product development and two, I am a technologist at heart, not a marketing guru. Most of our business comes via referrals, and more than once we had new clients remark that they had never heard of Igloo before. So now we are embarking on a proactive communication campaign. But this leads me to the second reason-investment. I am excited to share with you our recently completed strategic investment in Igloo by a group of commodity veterans, and one of the primary uses of the new capital is marketing. And the third reason is simply, when we took a step back we did… continue reading
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Source: CTRM Center