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OVERVIEW OF THE FIRST 90 DAYS

    • Get familiar with the competitive landscape and map brand stories.

    • Interview internal stakeholders understand growth goals and marketing needs.

    • Align on Key Performance Indicators for initiatives.

    • Gauge effectiveness of current positioning, content, and tactics.

    • Potentially identify a marquee target and a quick-win target.

    • Confirm positioning, refine personality, and finalize core messaging framework for cohesion, clarity, and impact.

    • Write first suite of personalized, compelling brand stories for specific account-based targets.

    • Brainstorm thought-leadership topics for future SEO-optimized content marketing to attract organic inbound traffic.

    • Create LinkedIn content calendar.

    • Deploy tailored outreach: Hyperpersonalized, LinkedIn targeted ads and email sequences.

    • Create materials for sales team.

    • Plan tactics for next quarter.

    • Begin development of long-term marketing plan.

 

The key to marketing success is a emotive brand personality, a compelling brand story, and consistent execution.

See below for a skeleton of the brand discovery and development process I recommend. This would be completed with the collaboration of internal stakeholders; including, if desired, a fun branding workshop to define and reach consensus on the SYNONYM brand personality, positioning, and key messaging pillars. THis prepares us for easeful execution and future scaling.


PERSONALITY: WHO IS SYNONYM WHEN THEY WALK INTO A PARTY?

POSITIONING: WHERE CAN SYNONYM FIND SPACE AMONG THIS CROWD OF CHARACTERS?

MESSAGING: WHAT DOES SYNONYM NEED TO SAY?




Once we are aligned, we execute.

Let’s assume AMSilk is our target due to their:

  • Commercial Readiness: Active product lines in cosmetics and medtech.

  • EU Expansion Needs: Stated intention to scale into global markets (especially the U.S.) and therefore seeking fermentation capacity outside Europe.

  • Vision: Stated goal of building long-term partnerships

  • Size: Small and focused, which means fewer stakeholders and faster onboarding.

The strategic objectives might be:

  • Offer of short-term infrastructure pilot program to support their next production run in a new US geography.

  • Long-shot: Project Runway corporate tie-in? SYNONYM produces the AMSILK fabric that contestants use.

The initial tactical cadence could be:

  • LinkedIn Conversation Ad to Ctibor Kohutovic (Chief Production Officer)

    • Day 1: Invitation to webinar and ongoing newsletter (choice of topics)

    • Weeks 2-5: Articles and collated news relevant to Cibor

    • Week 6: Proposal of co-branded storytelling around enabling sustainable biotextiles

  • Simultaneously: Placement of SEO-rich articles on the SYNONYM blog and posted on LinkedIn, specifically geared toward AMSilk’s interests

EXAMPLE OF DAY 1 CONVERSATION AD

Interested in the U.S. Market?

Hi Ctibor —

As AMSilk continues leading the way in bio-based spider silk, scaling reliably will be critical to delivering on your U.S. market vision.

Synonym partners with companies like yours to provide fermentation infrastructure-as-a-service so you can launch commercial-scale production without building a plant.

You’ve achieved something no one else has: filament yarns from spider silk proteins. Let’s match that innovation with a scale-up path that’s just as advanced.

Would you like a seat at our upcoming 20-minute webinar?

CTA Options:
✅ Yes, reserve my spot at the webinar
📄 Just send me the case study for now
🕒 Not ready yet—keep me in the loop