Case Study
Globowl is an innovative baby and toddler food brand introducing children to cultures from around the world through internationally inspired meals formulated just for kids.
A Different Kind Of Baby Food
The Challenge
The founder of Globowl, Erica Bethe Levin, is a distinguished business person with a beautifully crafted brand story identity. One of the reasons (amongst many) Erica is a three-time successful entrepreneur is because she recognizes the value of third-party critiques. Erica knows that being open to and actively seeking outside opinions is critical to growth and success. Erica came to Spotlight Monkey for a brand story evaluation.
The Approach
Globowl’s brand identity was already established and strong, but founder Erica Levin wanted a deep narrative analysis done to ensure their message was resonating with the right customer.
Work with Globowl included:
Breakdown of Globowl’s narrative theme assessing customer’s internal, external, and philosophical conflicts.
Ensuring Globowl’s customer transformation was clear in their messaging.
Shaping the narrative to make Globowl’s message contagious.
The Impact
In the words of Founder Erica Levin:
Website Copy: Joan (aka Spotlight Monkey) evaluated our web copy and infused it with better language, more emotional pulls and played into our customer's psyche instead of what we THOUGHT of as features of the brand.
She not only helped rejuvenate copy but forced me to THINK like our customer instead of like the founder of the company.
Joan provided an outside and objective view of the state of our website - something impossible for the founder to do when they look at it every day.
Research: Joan is also the queen of research. I have literally never met anyone who gets so immersed in research; she comes to the table with facts, statistics and pages and pages worth of information on topics I never imagined.
Additional: In addition to our website, Joan also ventured to other parts of our business where storytelling is important - the labels of our jars (we're a food business). Because she recognized how quickly people look at a label, she researched and advised on what SHOULD stand out, what wasn't working, even diving into colors and size - she is truly unbelievable.
Check out the two-part blog Spotlight Monkey researched and wrote for Globowl on glass vs. plastic product packaging.
The Feedback
“Joan O'Connor (aka Spotlight Monkey) is a creative genius, talented and effective storyteller, and one of the kindest people in business you'll ever meet.
As a seasoned founder, I've always felt pretty confident in telling my brand(s) stor(ies). However, we sometimes don't realize how close we are to it and how we may be missing the messaging boat. Enter Joan. With an objective eye and a heart for storytelling, she was able to update my website with copy that resonated with our target audience and NOT just with me as the founder.
She has that knack. She sees things other people don't and understands that everyone is unique and nuanced and that the brand needs to resonate in that same way. Joan pushed me to look into the emotional and psychological reasons why people would buy our product, and the story we tell today does that job better than I ever could have on my own.
I am so grateful for Joan's voice and expertise and will use her for all upcoming business endeavors, and encourage you to do the same!”
Erica Bethe Levin, Founder and CEO of Globowl