In the words of our CEO, Scott Signore, “We’re adjusting the sails.” As of today, our awarding-winning video production team is now Matter Video. This exciting evolution underscores our dedication to adaptability and growth, continually striving to refine and enhance our offerings to meet the evolving needs of our business. We are excited about this next chapter for our video team and the opportunities it will bring to further elevate our clients' brands through compelling visual storytelling. Keep up with us at Matter Communications.
When you can't change the direction of the wind – adjust your sails. As someone who grew up on the water, loves sailing, and is an entrepreneur and business owner, Bertha Calloway’s quote speaks to me. There are several decisions that I’ve made in the 21+ years of owning a business that didn’t work out for one reason or another. It’s part of the gig – and while I don’t make big decisions lightly, the moment I realize they aren’t working, I know it’s time to course correct. Today I’m sharing an example of one of those times. If you follow me or Matter, you know that about 18 months ago, we launched Gusto, a sub-brand for our award-winning video production team. We went out like gangbusters with the idea that we’d be able to work with different types of companies and agencies if our video production team wasn’t so closely tied to a well-known PR firm. Sounds like a promising idea, right? What we failed to realize was that the Matter brand was actually a huge asset to our video crew. Matter is a trusted PR and marketing partner for many technology, consumer and healthcare companies who often refer business to us from their colleagues, partners and peers. The Matter brand has driven a whole lot of video work for our team over the years. After analyzing the Gusto brand’s relevance in the category and the impact on our video business, we realized we were doing ourselves and the team a disservice by distancing the group from the Matter brand. As a result, we will be sunsetting the Gusto brand, effective immediately. What’s interesting – surprising, perhaps? – is how the decision to create the new brand was so counter to my and our agency’s core thinking and approach of going to market as one company with a diverse set of sought-after services. But, we’ve always been innovators, unafraid of testing the waters and adapting to better our business. So, we are adjusting the sails and moving forward as Matter Video. The Matter Video team is comprised of the best of the best in the category. For close to two decades, they have helped our clients tell their stories visually, and I’m looking forward to a very successful year ahead. I am tremendously proud of our team and their work, and I know they will continue to go with gusto! https://bit.ly/3WjNNKx