Start-up brand launch

Primal, a consumer Internet Company, pioneering the concept of “thought networking.”


Primal’s thought networking platform and products, the result of five years of extensive research and development were ready for launch. The company and its products had minimal brand awareness and were not followed by analysts or the media.


A marketing communications program focused on brand and thought leadership provided the marketing foundation to launch Primal. Key elements included:

  • New corporate ID, the “Ant”
  • Rebranded website
  • PR agency, Porter Novelli Austin
  • 2 launch conferences (SemTech and DEMO)
  • Outbound public relations (press releases + media alerts)
  • Social Media (Facebook, Twitter, YouTube)


A rebranded, self-service website (using WordPress as a Content Management System, CMS) provided a showcase for Primal to successfully launch its thought networking platform and products. Conferences, along with PR and Social Media generated:

  • 500% increase in website traffic during launch periods
  • 2-3x increase in product trial usage during launch periods
  • 27.9 million media impressions
  • Coverage in the New York Times along with significant analyst and media pick-up, including (GigaOm, Read Write Web, Semantic Web, Semantic Universe, Venture Beat, PC Magazine, Financial Times)