Trendlines Group case study: rebranding and visual identity
As our clients grow and expand their global reach, we are committed to helping them tell the story that sets them apart while staying true to their authentic corporate values.
In the case of Trendlines Group – an innovation commercialization company that invents, invest in, and incubates innovation-based technology – global expansion and going public on the Singapore stock exchange were the main catalysts for looking to OZ for rebranding.
As we’ve been partnering with Trendlines for the last 20 years, it was natural that the company turned to us for support at this significant point of growth.
Against the backdrop of our long-term relationship, we worked together to develop a new visual identity that stands out in today’s global market and is also centered around Trendlines’ two foundational principles:
It’s about the people AND building relationships
Because Trendlines Group’s hands-on investment approach and commitment to improve the human condition through innovation are inseparable parts of the company’s character, the refreshed visual identity rests strongly on these principles.
The result – a new compelling brand and visual identity – was launched at Trendlines’ 7th Annual Trendlines Company Showcase attended by hundreds of biomedicine industry professionals from around the world, and sponsored by companies worldwide.
Navigating digital symbolism can be intricate, but the case of the watermelon emoji adds a unique layer of complexity. It’s a prime example of how symbols can shape online narratives and influence global perceptions. This post uncovers the strategic use of the emoji and offers actionable ways to support pro-Israeli voices in the digital arena.
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But first, a disclaimer: My name is Rivi, and I'm a proud Zionist (I believe in the Jews' right to self-determine in their ancestral homeland).
In recent years, while immersed in the online world of Hasbara, I’ve witnessed firsthand the challenges of representing Israel's narrative in a vast digital landscape. With Jews comprising just 0.2% of the global population, our voice can easily be drowned out in the maelstrom of social media.
This blog post examines a fascinating case study in digital activism: how a simple fruit emoji became a battleground for narrative control. We'll explore the marketing strategies at play and their implications for Israel's online presence. While we analyze these tactics objectively, our goal is to empower pro-Israeli voices in this ever-evolving digital dialogue.
At the end of this blog, you'll find actionable recommendations on supporting content creators who are amplifying Israel's perspective in the online world.
The Roots of a Symbol
As we approach National Watermelon Day on August 3rd, let's slice into a juicy marketing tale that's more complex than meets the eye. It's the story of how a simple fruit emoji became a powerful symbol in one of the world's most enduring conflicts.
The roots of this story begin back in the 1960s, when the watermelon, with its colors reminiscent of the Palestinian flag, became a covert symbol of Palestinian identity. Palestinian activists used the watermelon imagery in graffiti and posters, primarily because in 1967, Israel passed a law prohibiting the raising or display of Palestinian flags (which had been canceled, during the Oslo Accords in the 1990s). The watermelon became a symbol of political resistance, and if we fast-forward to today's digital age, this symbol has found new life as an emoji, skillfully wielded by pro-Palestinian activists in their online narratives.
A Clever Marketing Strategy
But here's where it gets interesting from a marketing perspective: the use of the watermelon emoji isn't just a random choice. It's a clever strategy that serves multiple purposes:
Bypassing Algorithms: By using an innocuous fruit emoji, activists can often fly under the radar of content moderation systems. It's a digital sleight of hand that marketers call "Algospeak."
Viral Potential: Emojis are the universal language of the internet. They're easy to use, easy to share, and can convey complex emotions and ideas in a single character. It's virality in its purest form.
Continuity of Message: By adapting a historical symbol to modern digital platforms, the pro-Palestinian movement maintains a consistent narrative across generations. It's brand continuity at its finest.
The Israeli Perspective
Yet every story has another side. In Israel, where watermelons are a staple of hot summers and where the country produces a whopping 140,000 tons annually, this digital co-opting hasn't gone unnoticed.
Enter the counter-narrative: Pro-Israeli social media users have begun their own campaign to reclaim the watermelon emoji. It's not about fruit anymore; it's about identity, representation, and the power of symbols in the digital age.
Some Israeli users have started adding emojis of the Israeli flag, watermelon, and yellow ribbon (for the hostages) to their usernames, while others are creating actual content around watermelons: recipe videos, which are inherently popular on social media, featuring watermelons with the Israeli flag proudly displayed in the background. Other users (typically younger ones) are simply riding existing trends, adding watermelon eating to dances, trendy sounds, and more. Some have gone as far as creating simple online games centered around watermelons, while pro-Israeli creators are directly addressing the appropriation of the watermelon as a Palestinian symbol, calling it an unfounded act.
Marketing Insights from the Emoji Wars
This digital tug-of-war offers fascinating insights for marketers:
The Power of Symbols: Who knew a fruit could carry so much meaning? It reminds us that in the right context, even the simplest symbols can convey complex messages.
The Importance of Proactive Strategies: The pro-Israeli response underscores the need for brands to be vigilant about their symbols and ready to reclaim them if necessary.
Authenticity Matters: The most effective responses are those rooted in genuine cultural connections. Israel's agricultural tie to watermelons provides an authentic base for their counter-narrative.
David vs. Goliath in the Digital Age: The pro-Palestinian digital presence significantly outnumbers the pro-Israeli one. It's a reminder that in the world of digital marketing, it's not always about who's loudest, yet sometimes it is.
Beyond Emojis: The Real-World Impact
While we engage in digital discourse, let's not forget the real-world stakes. Our brave soldiers are fighting daily to protect our nation and bring our hostages home. This online 'battle' is more than just emojis and trends; it's our way of supporting Israel's narrative on the global stage. As we participate in these digital efforts, we stand united with those on the front lines, showcasing the resilience and spirit of the Israeli people. Every post, every share, is a small act of solidarity that contributes to our national strength and resolve. In this digital age, we all have a role to play in supporting our country and its values.
Brand building is always complex, but B2B brands bring a whole level of complexity that simply doesn’t exist in the B2C world. It's a golden opportunity to create a one-of-a-kind standout brand promise that will make a difference in the world.
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Building a new brand or giving an existing brand a facelift, is a golden opportunity to create a one-of-a-kind standout brand promise that will make a difference in the world. Building a significant brand is complex, but B2B brands bring a whole level of complexity that simply doesn’t exist in the B2C world. Decision-making processes are lengthy, decision-makers come and go, and increasingly, the decision-makers are Gen Y and Gen Z. The road to the end user is paved with importers, distributors, and dealers. The orientation of most of the people you are working with is engineering or sales. Your brand needs to make its way into everyone's hearts on the long and winding road ahead. From time to time, I still hear that "in the business world, people make rational decisions." In my experience, people are people even when they sit in the decision-making chair. Their considerations are professional, business, and personal and the brand needs to touch all these points.
A meaningful brand must be relevant, differentiated, and inspired
1. Be relevant
Before you begin, define your audience. Unlike launching a product line that appeals to distinct customers, a B2B brand speaks to a wide range of audiences – existing and potential customers, employees and candidates, investors, suppliers, opinion leaders, and influencers.
However, you operate in a very specific world, so finetune the audience that interests you and create circles of influence. Who is in the first circle and who is in the more distant circles? The brand needs to speak directly and accurately to members of the first circle and still be relevant to other circles.
To be relevant, you need to know your audience, what their challenges are, and where you can help them deal with their challenges well. To motivate people, we must touch their “operating” buttons, speak their language, and solve the problems that bother them. We want to sell them what they want to buy and not what we want to sell — even if it's the same thing.
2. Build a differentiated value proposition
To build a differentiated value proposition, start with A, B, and C: Assets, Benefits, and Core Values.
Assets – What are your biggest assets? What strengths are you most proud of? Make a list of the things you're best at – unique patented technology, people with unique knowledge, exceptional support and service, and more.
Make sure that every strength that makes up your list is grounded in reality, and not an aspiration for something you'd like to have. From the list, extract the three most significant strengths. As much as possible, select those that differentiate you from the competition.
Benefits –Step into your customers' shoes and think about what they get out of your strengths. This is where you ensure that you provide professional benefits that help them upgrade their professional field; business benefits that contribute to their business performance; and no less important, personal benefits. Ultimately, everything is personal simply — because people want to make sure that choosing you promotes their reputation within the organization.
Core Values – Brand values are always important, but even more so in the B2B world. People are an integral part of your value proposition – whoever defines the specifications with the customer, develops, sells, installs or integrates, provides service and support – all these and more bring the brand to life.
They must follow a uniform set of values to ensure that they deliver the benefits to the customer and subsequently deliver on the brand promise. If the company was founded recently, the values may be naturally infused into the brand. If the company is alive and kicking, the values are usually passed down over the years. Make sure the values reflect the company's DNA.
There's nothing new under the sun
You may find that your competitors have an asset, benefit, or value that appears to be similar to yours. However, the combination of assets, benefits, and values must be unique to your company. That's why starting with unique assets and formulating benefits that address your clients' deep and diverse needs is important.
The more you get to know your clients, the more likely you will produce differentiated benefits. This is another opportunity for differentiation: your founders, owners, and significant employees are the unique spirit that makes your company what it is.
3. Bring inspiration to life with a promise
To make sure your brand inspires you and everyone you meet, go back to your vision. The thing that fascinated you when you started your business or that attracted you to join the company. The reason you get up in the morning and go to work. The North Star lights the way for you, even on days when visibility is poor. Your vision is an ambitious statement that describes what your organization ultimately wants to be. Spoiler alert: you're not supposed to get it, you’re supposed to aspire to reach it. As Aviv Geffen put it, " The moon is so high up there that we can't touch it, and there are some who are still trying.” Your vision is there to lift you high above your daily activities and inspire you.
Building or refreshing a brand is a strategic task
Don’t cut corners. Enjoy the journey as much as the destination. Get as many people involved in the process as possible to make everyone feel a part of it. This is how to make them the best ambassadors for your brand.
Formulating a brand strategy is an extremely important and complex process, but it’s only the beginning. From now on, the entire organization has to fulfill it, to bring the brand into the lives of those who experience it exactly as you intended. In the B2B world, your brand will touch a lot of people for many years to come. Make sure that everyone has the same experience, irrespective of the language they speak.
A brand is a promise. A strong brand is a promise that is fulfilled every day in every encounter between the brand and the world.
Digital marketing is essential for B2B companies to reach their target audience, generate leads, and stay competitive. Many lack the resources to handle it in-house, making outsourced digital marketing a valuable solution.
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Digital marketing is crucial for B2B companies to effectively reach their target audience, generate leads, make data-driven decisions, and stay competitive in the market. However, while most B2B businesses see the need for digital marketing, they don’t necessarily have the team, tools, or budget to handle it in-house.
Digital Marketing as a Service (DMaaS) is a model that works
As an on-demand model, DMaaS allows your company to access a wide range of digital marketing expertise, tools, and resources without hiring and maintaining an in-house marketing team.
While digital marketing toolboxes, tactics, and strategies differ according to client needs, they frequently comprise smart content, webinars, outreach and Account-Based Marketing (ABM), Search Engine Optimization (SEO), sponsored campaigns, and marketing automation to reach target audiences and drive traffic or conversions.
4 great reasons why DMaaS makes sense for your B2B business
Access top-tier talent without the overhead costs associated with traditional hires
Budget constraints and HR challenges may be standing in the way of hiring an in-house digital marketing manager. DMaaS offers a cost-effective solution, allowing your company to alleviate the burden of recruitment, training, and retention, freeing up your resources to focus on your core business operations.
Effectively navigate the complex digital landscape
Tap into the expertise of seasoned professionals who possess a comprehensive understanding of digital marketing strategies, tactics, and execution skills that can help you achieve your marketing objectives.
Adapt to changing market conditions
Your business has to constantly adapt to market needs and business growth. DMaaS has built-in flexibility, allowing your business to scale up or down, based on your changing needs and budget.
Set goals, measure results & change the game plan as needed
In the dynamic world of digital, the goalposts are constantly changing. By setting key performance indicators (KPIs) and using accessible analytics tools such as those available in HubSpot, you can easily track the success of your marketing campaigns, optimize strategies as needed, and demonstrate the value of using DMaaS services.
Follow the yellow brick road
As a global B2B marketing expert, OZ has spent years building a strong reputation.
Digital trends may come and go, but dedication, commitment to success, experience, and professionalism never go out of fashion.
At OZ, we believe that long-lasting partnerships are based on deep listening, understanding, and transforming your goals into measurable results. That’s why many of our clients stay with us when they move companies, and why many clients come to us by word of mouth.
Your dedicated digital account manager will be your work BFF
With OZ, your account will be managed by a dedicated digital account manager backed by a multidisciplinary team with expertise in every aspect of digital marketing, and more.
Your OZ manager is always backed up by a team comprising a graphic designer, strategist, and content writer. Your OZ manager becomes an integral part of your marketing team, offering full commitment and dedication to your company's goals.
It's not just one person, but an entire team of digital experts working behind the scenes to drive your digital marketing success. Every member of the OZ team brings with them a high standard of professionalism and expertise gained from working with numerous B2B companies across various industries.
Boost your bottom line
DMaaS enables you to reach and engage with your target audiences effectively, measure the success of your campaigns with precision, and adapt your strategies in real time based on insights and feedback.
It’s there to act as a driving force in your marketing strategy, enabling you to access the resources and expertise required to enhance your brand visibility, attract and retain customers, and drive sustainable growth.
