Tango + Icon
Catching the Yeti
For 350 years, people have searched the Himalayan Mountain region for the yeti, a mystical glacier beast also referred to as the Abominable Snowman. There have been many supposed sightings of the Yeti (Alexander the Great was determined to see one after he conquered the Indus Valley in 326 B.C.), but none of these claims have ever been proven to be true. Since no amount of evidence can prove they don’t exist, the Yeti- real or not- will continue to be tracked.
Here at The Brandery, we know a thing or two about tracking. We had been following BetterYet for the last year- which is fitting considering their logo was a cartoon of the elusive yeti. They had interviewed for two gener8tor programs before and came very close to being captured. Looking back on notes from their final interview, I wrote “amazing team and the product is there….but they have no idea how to explain it”. It came down to a branding issue, and who better to catch and help BetterYet than The Brandery.
We knew BetterYet’s agency partner would need to be up for the challenge of creating a whole new brand. Instead of the yeti’s persona of rare and reclusive, the new brand would need to express speed and accessibility. Icon’s bottom up approach to creating brands was the perfect match.
It Takes Two to Tango (as told by Icon)
Icon has been a Brandery agency partner for the last two years. Why do we keep coming back?
- Exposure to a network of industry leaders, potential partnerships and influencers
- Opportunity to expand our capabilities
- Ability to grow a start up brand and give back to the community
When it came time to pick a company to work with, BetterYet was a no brainer. There was perfect synergy between their needs and our expertise. The team’s openness to the process and desire to learn and grow made them great to work with. At the end of the day, the alignment of personalities and goals for the program is what made this partnership a success.
First, we created a brand equity pyramid- defining the brand essence, character, values, benefits and brand facts & attributes. This was the basis for creating a new name, logo, identity and brand guidelines- Tango was born. After all of the assets were created, we worked on go to market support. Since Tango’s consumer facing app depended on generating awareness, we worked on social media and in-person collateral to help their Cincinnati launch go well.
Tango Time (as told by Tango CEO Alan Shortz)
Branding is so much more than a good name or a catchy slogan. Branding is about understanding and articulating the essence of your company — and Icon helped us do just that. They helped us build our brand from the ground up, from the name, to the brand mantra, to our identity as an organization. I can’t say enough good things about Icon and their team. Not only was their work timely and professional, they were also an absolute joy to work with. They were fun, funny and never afraid to think outside the box.
If you are interested in learning more or working with Icon, reach out to our Program Manager Jess Mabis (jess@brandery.org) to get connected. The full Tango package can be seen here.
About Icon
Icon is an agency that grows considered purchase brands. They are a fully integrated agency that starts at the bottom of the sales funnel — gathering data about those closest to purchase, to inform marketing tactics further up the funnel. Then executing creative that drives sales wherever and however the data guides us. Whether digital, traditional, sales collateral, or retail. At any touchpoint along the purchase journey.
About Tango
Tango’s suite of applications provides data and analytics to alcohol brands by leveraging proprietary data from consumers’ purchases at their favorite bars and breweries. Tango gives merchants the ability to accept mobile payments seamlessly, increasing their service rate by 10x and decreasing transaction fees by an average of 47%. Tango’s SaaS platform provides insights back to merchants and brands on their customers’ spending habits, preferences and purchasing behaviors.
