Rebrand Case Study | Mailchimp

We love a good rebrand case study here at Brand Master Academy and we also love cute Chimps.

So this piece pretty much wrote itself.

In this article we take a look at the repositioning and rebrand of Mailchimp.

We highlight the nuts and bolts of altering the trajectory of a much-loved brand, while stepping on as few toes as possible.

If you want inspiration on how to go about executing a rebrand for yourself or a client, then read on.

We love a good rebrand case study here at Brand Master Academy and we also love cute Chimps.

So this piece pretty much wrote itself.

In this article we take a look at the repositioning and rebrand of Mailchimp.

We highlight the nuts and bolts of altering the trajectory of a much-loved brand, while stepping on as few toes as possible.

If you want inspiration on how to go about executing a rebrand for yourself or a client, then read on.

The Brand History

About 20 years ago, a couple of web designers, Ben Chestnut and Dan Kurzius saw an opportunity in the market.

In the early 2000’s email software for businesses was expensive and clunky and reserved for the bigger end of town.

If you were a small business wanting to leverage this growing phenomenon that was email, forget about it.

Then Mailchimp was born, enabling the “small fish” to play in the “big fish” pond, with high-end tools, resources and technology made available at affordable prices.

Both founders Ben and Dan came from entrepreneurial families. Their understanding of small business needs kept the platform nimble, adding functionality wherever required.

That evolution has never stopped and Mailchimp continues to grow, evolve and adapt to the needs of their small business customers.

PRO Brand Strategy BluePrint

Build Brands Like A Pro Brand Strategist

  • The exact step-by-step process 7-Figure agencies use to bag big clients through brand strategy

  • How to build brands that command premium fees and stop competing for cheap clients

  • How to avoid the expensive amateur mistakes that 95% of brand builders make to fast-track profit growth

YES! I Want The BluePrint

Get The FREE Framework Template PDF Now!

Create Strategic Brands Like A PRO
DOWNLOAD
100% PRIVACY. SPAM FREE
close-link

Case Study:
Repositioning Strategy

Mailchimp has always been adapting to meet the needs of their small business customers adding features and functionality here and there.

That said, they always stayed in their lane as an “Email Platform”.

But an expansion of features to include in-depth marketing executions services including Facebook Ads, signalled a change that was more than just “added features”

This wasn’t just an extra checkbox that shared an image or a link.

This was a full “Facebook Ads Campaign Feature” allowing users to create, launch monitor and optimise Facebook ad campaigns right from within the Mailchimp platform.

An Audience Led Reposition

Although Mailchimp has innovation in its blood, the leadership team didn’t decide on a reposition for the sake of innovation. Nor did the idea of a reposition come entirely from their own sense of innovation.

As any brand manager worth their salt should know, if you listen to your customer, they’ll tell you exactly what to sell them.

According to CEO Ben Chestnut

“‘Our customers tell us that MailChimp helps them look pro and grow. It’s not an email platform, it’s not a newsletter tool—it’s the thing that helps them look more professional. That insight gave us a feeling of liberation. We don’t just have to do email. So we began talking to customers with that in mind.’”

The change in direction was an organic one and begun by simply altering how they talked to customers.

Mailchimp’s evolution and direction from an “Email Software” to a “Marketing Platform” was confirmed when he told the New York Times:

The next phase of MailChimp, he said, is to become a one-stop shop for the entirety of a small business’s marketing needs.