Pearl.com Website Named Among World's Most Effective Rebrands

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Pearl Inc. logo

PROVIDENCE, R.I.--(BUSINESS WIRE)--REBRAND™ announces the 2012 REBRAND 100® Global Awards winners. This first and highest recognition for brand rebuilding and redesign in business showcases the best around the globe.

 “I commend the clear, consistent understanding of the business value rebranding affords across industries and geographies,” said 2012 juror Sudhir Sharma, Creative and Chief Executive, INDI Design, India.

Each year a panel of international, industry experts reviews the rebrands. Entries are carefully considered to ensure winning selections clearly met objectives; exceeded expectations or incorporated an element of surprise; spurred an emotional connection in the target audience; and were successfully implemented at varying touchpoints.

“Yes, the identities are bold and fresh, breaking away from industry standards. However, the strength of the identities and other brand components comes from the power of the story,” said Enshalla Anderson, Senior Director, Strategy, Siegel+Gale.

Rebrands launched anywhere in the world between January 2009 and September 2011 were eligible. Among these were enterprise-wide efforts, changes in brand components, brand extensions, and brand implementation initiatives.  Past winners include Audi, CitationAir, Irish Stock Exchange, and United States Mint.

JustAnswer has been the world’s largest paid Q&A site, connecting customers in 40 countries with verified Experts in 700 categories. The market for professional services continues to grow with more than $1.2 trillion spent in the U.S. in JustAnswer’s top five categories, yet only 1% of these services are delivered online. Despite this potential, the market is challenging because delivering high-quality professional services online is a complicated business.

JustAnswer’s strategies served it well as it learned how to succeed under the radar in a complex market, but as the site grew, its needs changed. The name “JustAnswer” implied that the company provided “just answers” whereas Experts often went above-and-beyond by providing everything from solutions to peace of mind in complete 1-on-1 sessions. The company’s test-driven culture and quick-to-market strategy allowed it to learn and adapt fast, but also led to an inconsistent user experience and technical debt.

Beginning with the name “Pearl.com,” created in partnership with Lexicon Branding in Sausalito, California, the company created a memorable brand strategy that stands for wisdom, trust and care at every touchpoint down to the smallest visual design element and user interaction. Real photos of trusted professionals provide a human touch, and the messaging clarifies that we provide professional services online, not just Q&A. On a technical level, Pearl.com leveraged the existing network of verified professionals and the site infrastructure while becoming API-driven to support mobile and partner efforts.

Pearl.com’s launch received praise from press with 18 stories on launch in publications including WSJ, Forbes, TechCrunch and The Huffington Post. The company also received positive feedback from current users and saw a 14-point increase in NPS (Net Promoter Score). From June to August, Pearl.com saw 2x growth in question volume and daily visits, while amassing over 13,000 Facebook fans and Twitter followers. Post-launch, the company successfully raised $25 Million Series A funding.

Click here for a link to Pearl.com's slide presentation outlining their brand transformation.