Root Rebrand, Positioning & Manifesto

A couple years in, things are growing, Series B is moving, but…

The brand and messaging was becoming a mess. The product was great, the marketing and positioning not so much. Who is Root? Why are they different? Why should people care? How do we attract top tier talent from around the country who will move to Columbus, Ohio (yeah, pre-Covid)? The CBO and myself looked at our WHY and presented 3 different approaches that would become our company north star. Here’s where we landed, and this is what I wrote.