SurveyMonkey · Repositioning · 2021–2026
Repositioning SurveyMonkey for the business buyer. Twice.
SurveyMonkey · Repositioning · 2021–2026
SurveyMonkey was the survey tool almost everyone had used once, for free. That’s great for sign-ups. It’s a tough opener when you’re selling a research platform to a CMO or a head of HR.
After the IPO, the company needed a brand that could walk into an enterprise deal without leading with the word “survey.”
We launched Momentive as the corporate brand, with SurveyMonkey and the enterprise products underneath it, then built a full-funnel B2B program with PMG on LinkedIn, one message per stage.
The creative sold to decision-makers, not survey-takers: black-and-white portraits, one highlighted line, and claims about speed and confidence instead of question types.
Momentive on LinkedIn: one message for each stage of the funnel
Salt built the Momentive identity with us: a three-shape mark in yellow, green, and blue, a serif headline with one highlighted line, and black-and-white photography lit by a single color shape.
It was designed to look like a company that advises decision-makers, not one that sends surveys.
The Momentive system: one mark, one serif, black-and-white photography, and a small set of shapes
Momentive moved enterprise pipeline up 35% year over year. It also split the brand in two. Over time, the portfolio picked up its own logos, a handful of typefaces, sub-brands with separate microsites, and plan names nobody could compare side by side.
We started calling it the fragmentation tax. And customers never stopped choosing SurveyMonkey: in Q3 2022 it drew 30 times the high-intent traffic Momentive did.
By late 2022, the roadmap made Momentive the parent brand, moved SurveyMonkey underneath it as a product brand, and folded GetFeedback, Wufoo, and TechValidate into one design system. We built the concept-testing stimuli and the three-phase timeline.
Then the company was taken private, and the question changed. It was no longer how to bridge two brands. It was why we had two at all.
Under private equity ownership, the company went back to one master brand, and I led the new brand architecture. SurveyMonkey became both the parent brand and the flagship product, and every offer got the same pattern: “SurveyMonkey ___.”
Mailchimp and Jotform outgrew the literal words in their names. So could we.
“We’re beyond worrying about the word ‘survey’ in our name.”
From the brand architecture brief
The first new product we launched under the rebuilt SurveyMonkey brand was an enterprise-grade market research suite. Under Momentive, it would have needed its own name and its own logo. Under SurveyMonkey, it just needed a strong name inside the family.
We tested the finalists with customers, panelists, and employees, and LaunchPad won on appeal, excitement, and the one that matters most for a curiosity brand: people wanted to learn more.
It proved what the architecture work was betting on. We never needed to be Momentive to sell to the enterprise. We just needed to trust what we’d built.
SurveyMonkey Brand Creative studio · Salt (identity) · PMG (paid media) · Product Marketing · Research