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TippingGardner

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212.931.9022

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Brand Platform
Naming
Brand Identity
Implementation

A simple story for a complex tech platform: mParticle

mParticle, a leading customer data platform, approached us with a critical branding challenge. Despite having powerful technology, their messaging was deeply rooted in technical capabilities rather than business outcomes or emotional benefits. Even when attempting to communicate higher benefits, their presentations remained focused on features and processes, making differentiation difficult in a competitive market.

Approach

Our work with mParticle included stakeholder interviews, a competitive audit, and a Brand Story Workshop with leadership and Sales teams.

Solution

Our work led to a simple yet powerful brand purpose: Turn customer data into customer joy. This narrative encapsulated mParticle’s belief that customer data, when properly activated, creates delightful, personalized experiences. Their mission became clear: intelligently activate customer data in real time to craft personalized experiences that grow customer trust and brand loyalty — essentially “accelerating the wow.”


This shift moved mParticle from technical capabilities to emotional outcomes, from data management to experience creation.

Results

The new brand story delivered remarkable impact: New Annual Recurring Revenue grew approximately 50% in 2020 and accelerated to over 100% year-over-year in 2021. By elevating the conversation from technical specifications to customer emotions, we helped mParticle clarify their unique market value and drive significant business growth.

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