You may have spotted that RingJohn has just rebranded to TinderPoint. It’s something we’ve been working on for quite a while so we’re all really excited about it in here.
During our rebranding journey over the last 12 months, some friends in the industry that I discussed our plans with thought we were mad and others thought it was a great move. Each of them asked why we were doing it. I wanted to take the opportunity to explain it all in a post.
Why The Rebrand?
My name is John Ring and so calling my new company “RingJohn” back in 2002 seemed like a good idea at the time as I thought it was quite memorable, so I went with it.
As a former engineer who loved doing technical SEO to rank websites in 1999 on Alta Vista, branding and advertising were not my strong points back then. Fortunately, things change and over the last 12 years of organic growth, RingJohn has grown up with the Internet.
Instead of just me in my (then) London kitchen, our company is now a sizeable team of versatile and highly experienced digital technologists who are superb at their individual online marketing and advertising disciplines. As they do 99% of the hard work that keeps our clients happy, it’s time to get away from our company brand being based on my name.
This is particularly true as current work like mobile ad campaigns, content marketing, Twitter ads, retargeting and social media engagement are a very long way from manipulating SEO Meta Tags for Alta Vista (But don’t worry, we still do SEO & watch Google like a hawk!)
How Did We Come Up With a New Brand?
We extensively researched a wide variety of potential names based on who we are, our skills and how we help our clients. We got some great help and direction from our creative colleagues in Focus Advertising as well as branding consultants Islandbridge.
“The Tinder Point” was the name used to describe the creation of the spark with which tinder in a musket gun ignited a bullet to be fired. The name has also been used by engineers in relation to the instant when an engine sparks into life.
We thought that was pretty apt as we provide the sparks of insight about digital marketing which brands often need help with, and then we push their sales and marketing activities as fast and efficiently as possible to ignite their commercial performance using digital tactics.
Why Rebrand Now?
Our team has grown substantially and as well as having done some cool stuff for international brands, we also continuously deliver a better ROI for local clients interested purely in direct response.
More than just this however, in a highly fragmented digital marketing landscape, it now just feels like the right time for the good of the company.
Companies are fast growing in knowledge about digital marketing and that means the days of a supposedly “digitally-aware” traditional ad agency being able to charge €15,000 for 2 hours of routine SEO work are nearly gone. Thank God.
Current digital marketing often involves mobile-led strategies, the promotion of visually superb content to engage an audience, real-time bidding for display, remarketing and video ads just as much as the “old reliable’s” of SEO, PPC, blogging, email & social media.
Our job is to work out what’s most commercially appropriate for your business from a bewildering range of digital marketing options, explain the benefits of our suggested approach and deliver impressive results with a great ROI.
It’s business as usual in both our Dublin 4 (Donnybrook) and London (Staples Corner) offices. We’re ramping up the level of useful content we’ll be creating for you over the next few months along with some exciting digital marketing offerings we have in the pipeline.
On a personal level, it was terrifying to leave a great job in 2002 and start a company. This rebranding is not quite as scary but it’s even more exciting as we’ve since learnt exactly what to do to deliver superb results for local and international clients using digital marketing.
Please call us or say hello online if you think we might be able to help you grow your business or just need a bit of a steer in the right direction.
Many thanks for visiting
Managing Director, TinderPoint*
PS: And you can still “Ring John” if you want!
Get me on Dublin 485 2611 or London 020 8731 6960