SALESFORCE
SALESFORCE
SALESFORCE
Services
Brand positioning Messaging Environmental branding
Description
Connecting a global brand with Canadian businesses: Salesforce needed a stronger connection with Canada’s market, which consisted of 99% small and medium-sized businesses. FamousFolks worked with its Canadian marketing leadership to adapt a US enterprise-oriented approach into positioning, messaging, and creative that reflected the ambitions of growing Canadian businesses and their sales teams.
Services
Brand positioning Messaging Environmental branding
Description
Connecting a global brand with Canadian businesses: Salesforce needed a stronger connection with Canada’s market, which consisted of 99% small and medium-sized businesses. FamousFolks worked with its Canadian marketing leadership to adapt a US enterprise-oriented approach into positioning, messaging, and creative that reflected the ambitions of growing Canadian businesses and their sales teams.
Sector
B2B Tech CRM SaaS
Location
Toronto
For many Canadian businesses, adopting Salesforce meant investing in unfamiliar technology when spreadsheets and manual processes already felt sufficient. Working with Salesforce Canada’s new CMO, we helped ground the approach in local attitudes toward risk, cost, and growth. The task was to make the value of changing a familiar way of working feel relevant to what these businesses wanted to achieve.
We wrote a new brand manifesto and messaging that positioned Salesforce as empowering Canadian dreamers, the founders, business leaders, and salespeople turning ambition into business growth. “What is your dream?” opened a conversation about their aspirations. The invitation to move from “Dreamchaser to Trailblazer” connected those aspirations to Salesforce’s established brand, giving the Canadian team a more personally relevant story to tell.
We adapted Salesforce’s national parks visual language to Canadian landscapes, from the Shield and cottage country to the Rockies. Cottage country evoked independence and the rewards of building a successful business. Mountain peaks gave a sense of challenges to overcome and success to strive for. These choices preserved the character of Salesforce’s brand while giving its Canadian presence a familiar setting and meaning.
We extended the approach into Tales of Sales, an environmental brand experience used at conferences to encourage storytelling around real sales challenges. It created opportunities for Salesforce to participate in Canadian sales culture and connect its offer with the experiences people shared. Together, the work gave the Canadian marketing team a locally grounded story and practical ways to bring it into conversations with prospective customers.
For many Canadian businesses, adopting Salesforce meant investing in unfamiliar technology when spreadsheets and manual processes already felt sufficient. Working with Salesforce Canada’s new CMO, we helped ground the approach in local attitudes toward risk, cost, and growth. The task was to make the value of changing a familiar way of working feel relevant to what these businesses wanted to achieve.
We wrote a new brand manifesto and messaging that positioned Salesforce as empowering Canadian dreamers, the founders, business leaders, and salespeople turning ambition into business growth. “What is your dream?” opened a conversation about their aspirations. The invitation to move from “Dreamchaser to Trailblazer” connected those aspirations to Salesforce’s established brand, giving the Canadian team a more personally relevant story to tell.
We adapted Salesforce’s national parks visual language to Canadian landscapes, from the Shield and cottage country to the Rockies. Cottage country evoked independence and the rewards of building a successful business. Mountain peaks gave a sense of challenges to overcome and success to strive for. These choices preserved the character of Salesforce’s brand while giving its Canadian presence a familiar setting and meaning.
We extended the approach into Tales of Sales, an environmental brand experience used at conferences to encourage storytelling around real sales challenges. It created opportunities for Salesforce to participate in Canadian sales culture and connect its offer with the experiences people shared. Together, the work gave the Canadian marketing team a locally grounded story and practical ways to bring it into conversations with prospective customers.
For many Canadian businesses, adopting Salesforce meant investing in unfamiliar technology when spreadsheets and manual processes already felt sufficient. Working with Salesforce Canada’s new CMO, we helped ground the approach in local attitudes toward risk, cost, and growth. The task was to make the value of changing a familiar way of working feel relevant to what these businesses wanted to achieve.
We wrote a new brand manifesto and messaging that positioned Salesforce as empowering Canadian dreamers, the founders, business leaders, and salespeople turning ambition into business growth. “What is your dream?” opened a conversation about their aspirations. The invitation to move from “Dreamchaser to Trailblazer” connected those aspirations to Salesforce’s established brand, giving the Canadian team a more personally relevant story to tell.
We adapted Salesforce’s national parks visual language to Canadian landscapes, from the Shield and cottage country to the Rockies. Cottage country evoked independence and the rewards of building a successful business. Mountain peaks gave a sense of challenges to overcome and success to strive for. These choices preserved the character of Salesforce’s brand while giving its Canadian presence a familiar setting and meaning.
We extended the approach into Tales of Sales, an environmental brand experience used at conferences to encourage storytelling around real sales challenges. It created opportunities for Salesforce to participate in Canadian sales culture and connect its offer with the experiences people shared. Together, the work gave the Canadian marketing team a locally grounded story and practical ways to bring it into conversations with prospective customers.
