Single Grain launched Single Brain as a separate AI-focused brand instead of rebranding the whole agency. The founder uses the Kleenex analogy: a strong, focused brand name dominates its category and makes sales easier than trying to do everything under one name.
You ended up creating an offshoot or a new company called Single Grain that just purely focuses on AI implementation. How would you say the— what lessons would you say you've learned from the branding shift or change? Now, to clarify here, he still has both companies and he still does both services. It's just he has an offshoot brand for the AI consulting. What would you say is the pros of doing it that way versus the cons of not just choosing Single Grain for both? And if you had to do it all over again, would you do it the same way?
So Neil, when you think about the brand Kleenex, what do you think about?
Uh, tissue paper, toilet paper, or, uh, like Kleenex, like, you know, like to—
yeah. Yeah. So toilet paper or paper towels or something like that. Right. But mostly tissue. Yeah. Sorry. I didn't mean toilet paper.
I meant for like when you sneeze, like, you know, your nose.
Yeah. Well, when you think about Nike, it's mostly shoes. Right. And so when you think about MP Digital or Single Grain, MP Digital is marketing, Single Grain is marketing, right? And so the reason why I decided to do Single Brain is because Single Brain is a lot of the— to Neil's point, it is the AI implementation, a lot of the stuff that we're doing internally that people are asking for. And what I would say, Neil, is it becomes a lot clearer to people when people come in for the singlebrain.com website. It's very clear on what they want. They want either AI strategy or AI implementation, and it's very easy to just focus the conversation on that. Now, when we tried to do it initially on the Single Brain site, it's like, okay, you want these marketing services, but Oh, by the way, would you like some AI services too? It confuses the discovery call too much, right? So it's much easier to focus it on one thing like Kleenex. Oh, you do tissues. Google, you do search engines. Okay, Nike, you do shoes, right? And so that exercise, like we tried it initially to kind of mix it up. You don't want to mix it up. You want to keep it focused. And if you're able to keep it focused, that makes it easier for people to buy because the more confusion you add, the tougher it is for people, the tougher it is for you to get a sale. Yeah.
