Growth

CASE STUDY

Supply Wisdom

Driving TPRM revenue by decoding a niche audience at speed

Challenge

Coming off a Series B with a new CEO, Supply Wisdom, an emerging TPRM SaaS company, set out to turn momentum into revenue growth. Its platform continuously monitors 300+ indicators across financial, cyber, operational, nth-party, and location risk, but market signals pointed to tighter budgets, reduced price elasticity, and longer enterprise buying cycles. In a category where decision-makers are notoriously hard to interview, growth hinged on two imperatives: (1) sharpen buyer and user insight and (2) unify the message so marketing, sales, and product tell one simple, defensible story that increases qualified lead volume and improves conversion.

Solution

To overcome the research constraint, we paired Prophet craft with Aaru’s survey simulations, drawing on millions of underlying data points to surface reliable patterns quickly. We ran two coordinated studies totaling ~20,000 agentic respondents across buyer and user roles and translated the findings into a market-ready narrative.

Working in rapid iteration loops with the Supply Wisdom leadership team, we pressure-tested direction in working sessions and cross-checked AI-derived signals against market expectations and prior research to de-risk decisions.

We first identified pain points and focus areas for key buyers (Chief Risk Officer, Chief Compliance Officer, Chief Financial Officer) and users (analysts and TPRM champions). We then generated splash-page mockups and tested hundreds of imagery/copy combinations to see what truly resonates, converging on outcome-tied clarity and low perceived lift as the most persuasive themes.

Results

Supply Wisdom is now equipped with a unified, adaptable message and creative framework that scales across web, paid, and sales enablement, built to reach key buyers and users, and accelerate conversion without sacrificing rigor or credibility.

The work aligned marketing, sales, and product on clear priorities and gave revenue teams assets that map to each stage of the funnel. Select hero imagery and layout patterns resonated strongly with Supply Wisdom’s CEO and CFO, and the message architecture was designed to increase qualified pipeline, lift stage-to-stage conversion, and improve win rate.

By pairing Prophet craft with Aaru’s simulations, Supply Wisdom is positioned not just to grow, but to set the pace in third-party risk management.

CASE STUDY

Men & Boys Footwear Client

Turning tariff turbulence into opportunity with AI personas and rapid creative testing

Challenge

A heritage men’s and boys’ footwear brand in the sub-$100 comfort segment was shifting to a product- and brand-led model anchored by a reengineered line built on proprietary technology.

Tariffs and global price volatility were squeezing margins and pushing retail prices up, so Prophet was tasked with turning turbulence into a growth opportunity. AI-driven research and cited industry studies indicated that tariff-linked price increases make consumers more likely to switch shoe brands, elevating price as a deciding factor.

In response, we focused on new-to-brand acquisition by (1) identifying and bringing to life high-potential segments and (2) aligning creative and messaging to what those switchers value most.

Solution

To rapidly brainstorm and test in an ever-evolving, uncertain environment, we paired Prophet craft with consumr.ai’s digital-twin platform. Together with the client team, we defined and prioritized acquisition personas, then brought them to life as digital twins using consumr.ai. We ran simulated focus groups with the twins to map needs, pain points, and triggers across the purchase journey. We used these signals to translate insights into decision drivers while flagging friction to reduce.

We then benchmarked some of the client’s existing creative assets against persona preferences and iterated quickly. Using agentic image-generation, we built refined creative mockups (headline/visual/offer combinations tailored to each persona) and re-tested to converge on winners. Working in tight loops with the client leadership team, we cross-checked AI-derived findings against retail realities to de-risk decisions and codified the learnings into a persona-driven creative framework that scales across paid and onsite.

Results

Our footwear client now has a persona-driven acquisition playbook and an end-to-end creative system that extends from paid media to onsite experiences. Refined ads consistently outperformed legacy creative on engagement testing, and clearer messaging around the benefit of their proprietary technology, as well as the refined promise, improved relevance scores. A repeatable test-and-iterate model now enables the client team to quickly identify and scale what works.

After creating the digital twins, we launched a one-day rapid email test to identify the top-performing creative. This proof point demonstrates that our client is now equipped with a strategy that turns past constraints to continue to deliver tangible growth.

CASE STUDY

Cass

Building an iconic leader in the Korean beer category

Challenge

Cass has been the leader in the Korean beer market for nearly three decades. However, as consumer preferences change and new competitors enter the market, the Oriental Brewery (a subsidiary of AB InBev) leadership team recognized that the brand needed a holistic revamp to regain its leadership position. They turned to Prophet for help to chart a new path to growth for the brand and business. 

Solution

We first conducted a holistic diagnosis to understand the strengths, weaknesses, opportunities, and threats to the Cass brand. To build a complete 360 view, a rigorous approach was taken — analysis of existing data, interviews with key stakeholders to gather perspectives and hypotheses around performance, best-practice benchmarking and primary research with Korean consumers to better understand their attitudes and behaviors towards the beer category and beer brands.

Findings from this diagnosis served as key inputs for our co-creation workshop, where a set of critical brand ‘must-wins’ was developed in collaboration with a cross-functional group of stakeholders. These ‘must-wins’ aimed to identify key areas for strengthening the brand, including communications, visual identity and brand activation. Must-win charters were then developed, assigning workstream owners, KPIs, and critical timelines.

As teams made progress, we created a cohesive consumer brand and product proposition that unified all key elements of the brand, leading to a successful launch of the Cass brand.

Once the new Cass was launched, we implemented a brand guardianship process. This ensured continued progress against the “must-wins” through a regular cadence of interactions. Brand guardianship helped uncover key gaps as well as new opportunities to drive growth for the brand. It provided valuable insights for leadership, helping them prioritize activities, investments, and resources. Overall, the guardianship process fostered discipline, accountability, and open dialogue around growth and performance.

Results

Cass currently holds the number one position in the Korean beer market, with a significant market share over its competitors. The brand must-wins became a cornerstone of Cass’ planning, and the brand achieved historic results across key metrics.

Impact

50+%

total market share reached

“Prophet’s partnership approach has made them feel like part of the Cass team from day one. They helped up navigate complexity with clarity, acting as a trusted co-pilot as we continue to reinforce Cass’ position as Korea’s leading beer.”

Alexander Lambrecht
Head of Marketing East Asia, AB InBev

CASE STUDY

Hanmac

Strengthening the portfolio through brand creation and innovation

Challenge

Oriental Brewery (a subsidiary of AB InBev) has held a dominant position in the Korean beer market for the past two decades. However, the emergence of new competitors reshaped category norms and elevated consumer expectations, the leadership team recognized that a secondary beer brand was needed in the portfolio to maintain market leadership and defend against growing competitive threats. AB InBev turned to Prophet to help create the beer brand – Hanmac.

Solution

Addressing this challenge required a deeply collaborative effort across brand, marketing, sales, consumer insights, innovation and R&D teams. We began by immersing in unique consumer, cultural, and category insights through a combination of in-depth internal reviews and external market analysis. We identified a unique space in the market – the desire for a Korean-style lager that honors traditional beer cues, celebrates Korean pride while delivering a more contemporary experience.

These learnings were brought into a co-creation workshop, where key stakeholders from across the business came together to review insights, prioritize brand territories, generate ideas, and develop brand concepts. A variety of new brand concepts were developed which included naming, positioning, liquid, claims and packaging; these were further tested with consumers.

After establishing the winning concept, we worked with AB InBev’s cross-functional teams, helping to craft the full proposition for Hanmac – from brand positioning and product development to advising on packaging design, testing protocols and go-to-market strategy. Once launched, Prophet continued to play brand guardian role to ensure that the Hanmac brand continued win share and experience growth in the market.

Results

Hanmac launched as AB InBev Korea’s second core beer brand and quickly gained traction in the market, ranking among the highest-performing concepts ever tested—a strong signal of consumer resonance in a competitive category. Hanmac is establishing a complementary proposition within the broader portfolio, delivering double-digit growth and strengthening its key brand image attributes.

The Hanmac launch has not only rebalanced the portfolio but also reaffirmed AB InBev’s ability to lead the market through portfolio strategy and innovation. 

“Prophet has been more than just a strategic partner—they’ve served as a guiding force in shaping a disciplined, fast-growing brand. Their collaborative spirit has helped us develop Hanmac the right way and position it for strong, sustained growth.”

Alexander Lambrecht
Head of Marketing East Asia, AB InBev

CASE STUDY

Premium Pet Food Brand

Reimagining growth for a premium pet food brand by expanding into new segments and channels, without compromising authenticity

Challenge

A fast-growing premium pet food brand had built strong loyalty in the natural and specialty retail space by offering high-quality, minimally processed products while cultivating emotional resonance with pet parents. Early success was driven by grassroots brand building, innovation and deep ties to independent retailers. 

As the category evolved, the brand faced an inflection point. To accelerate growth and reach new shoppers, it needed to scale without compromising the authenticity that made it distinct. It also had to compete across new channels, price tiers and consumer mindsets while maintaining relevance and trust.  

To chart its next chapter, the company partnered with Prophet to develop an insight-led growth strategy—one that would expand its market opportunity, sharpen audience relevance and create a roadmap for product development, innovation and brand-led expansion. 

Solution

Prophet led a national strategy engagement rooted in rigorous consumer and channel analysis. A custom segmentation revealed distinct pet parent mindsets, from ingredient purists to pragmatic health-seekers, and identified four key segments, including white-space audiences the brand had yet to reach. 

We mapped consumer needs related to the brand’s channel presence, examining the occasions, needs and priorities of different segments across channels ranging from specialty retail to digital and national chains. The analysis highlighted where it could grow credibly and protect its specialty equity. We then uncovered five high-potential demand spaces, tied to moments like clean feeding, targeted health and real food variety. For each, we defined the product, messaging, and distribution strategies needed to win. 

Finally, we delivered a portfolio roadmap and go-to-market framework covering pricing, innovation, and brand experience for each channel. The roadmap was designed to scale growth while preserving brand distinctiveness across channels and consumer touchpoints. 

Results

The brand is now equipped with a clear, adaptable strategy to grow across channels, reach new segments and expand into emerging demand territories—without losing its identity. 

The work unified internal teams around  strategic priorities to fuel product innovation, go-to-market focus and competitive differentiation. By combining deep insight with disciplined execution, the brand is positioned not just to grow, but to redefine leadership in premium pet nutrition. 

CASE STUDY

Consumer Goods Company

Unlocking growth with consumer insights and strategic opportunity mapping

Challenge

A global beverage company known for its innovation legacy identified a significant growth opportunity in the emerging legal cannabis market. With surging consumer interest and a shift away from traditional alcohol consumption, the company decided to pursue this adjacent, ownable space.  

While poised for growth, the market was highly fragmented and rapidly evolving with shifting customer dynamics and complex regulatory environments. To enter the space credibly and successfully, the company needed to identify the most valuable, winnable opportunities grounded in future-forward consumer insights and build a clear roadmap for action. 

The company turned to Prophet to conduct deep market analysis, uncover evolving customer behaviors across the category, and define the most relevant, ownable opportunity spaces with the goal of building a long-term foundation for differentiation in a fast-moving category

Solution

Prophet led a multi-phase engagement that combined deep-listening qualitative research, a robust quantitative study, cultural trend analysis, and category landscaping to create a holistic understanding of the needs and barriers of the cannabis consumers. This work informed a curated market landscape aligned with the company’s strengths. 

We began by mapping the full spectrum of cannabis engagement. Segmentation revealed six distinct consumer types, which we overlaid with the emotional and functional occasions to understand the drivers behind cannabis usage. 

Across these dimensions, Prophet built a demand landscape that identified opportunity spaces, each defined by the user motivations, behaviors, and product expectations, and were contextualized alongside the existing business demand spaces.  

To prioritize where the brand could play and win, we applied a strategic lens, evaluating each space for business attractiveness, consumer credibility and alignment with internal capabilities. Four high-potential opportunities emerged.  

For each, we developed detailed “how to win” profiles outlining target audiences, functional and emotional benefits, product design cues and messaging strategies. Scenario-based market sizing was applied to account for future shifts in regulation, consumer sentiment and category education. Throughout, we partnered closely with the company’s innovation leadership team to secure alignment and buy-in across the executive team. 

Results

Armed with a data-rich foundation and a consumer-led framework, the company is now well-positioned to enter the cannabis market with confidence and strategic clarity. The work aligned internal teams on where to play and how to win—balancing near-term feasibility with long-term growth potential. 

Importantly, the strategy demystified a complex and often misunderstood category, turning fragmented market signals into clear and actionable growth paths. As a result, the company is now equipped to create future-ready products and experiences that resonate in a dynamic, high-growth market. 

CASE STUDY

Global Hospitality Company

Driving growth through strategic reinvention of a hospitality resort portfolio

Challenge

A global hospitality organization with a wide-ranging portfolio of property brands had long been recognized for its breadth of offerings. Yet within the resorts segment, it faced pressure to evolve. Shifting traveler expectations were redefining what a resort should deliver, moving beyond traditional sunshine and sandy beach perceptions toward more intentional, emotionally resonant escapes. 

Despite having the properties to meet these evolving demands, the business was underrepresented at key decision points in the traveler journey. With increased opportunities in premium segments and international markets, leadership needed a clear view of where to invest, how to differentiate and what it would take to drive stronger performance across its resort portfolio. 

Solution

To help the business compete more effectively in the evolving resorts category, Prophet led a comprehensive growth strategy engagement grounded in global demand modeling, competitive audits, pipeline and investment analysis and proprietary consumer research.  

We examined how the definition of “resort” was shifting across traveler segments and markets, mapping those evolving expectations against the business’s existing portfolio. Segmentation and journey mapping revealed unmet needs, where the portfolio had strengths, and what was required to improve overall relevance, consideration and growth. 

From there, Prophet helped reframe—not just reinvent—the opportunity. We identified the key audiences to prioritize, the moments in the traveler journey where influence could be gained, and the experiences and messaging that could differentiate the brand. We developed growth platforms and activation principles to guide product, marketing and guest experiences across the portfolio.  

Results

With a focused strategy in place, the business now has a clear roadmap to lead more intentionally in the global resorts category—connecting with travelers earlier, delivering greater relevance and scaling distinct experiences across premium segments. 

Internally, the strategy has aligned teams around where to grow and how to prioritize development, marketing investments, and experience design. Externally, it’s helping the business compete more effectively for high-value audiences, carving out a more resonant and distinctive position in the next chapter of leisure travel. 

CASE STUDY

Ampacity

Modernizing a clean energy brand to accelerate growth—and the industry 

Challenge

Ampacity, formerly RPCS, had established its reputation in the clean energy space as a value-added, end-to-end distributor of single-axis solar tracking systems for utilities and EPC developers looking to stand up solar farms. Though very successful in its niche, Ampacity’s growth was constrained by the size and structure of its core market. Between a recent change in ownership, newly expanded product and service offerings, and an ambitious vision for serving the broader energy transition, Ampacity was at an inflection point. 

Seeking to solidify its leadership position, capitalize on its newly expanded solution set, reach new market segments, and better enable its growth ambitions, the business turned to Prophet to create a stand-out brand positioning, new name, and visual and verbal expression that could build on their existing strengths while generating awareness and adoption of their full suite of capabilities. 

Solution

Prophet immersed in the landscape of Ampacity’s legacy offering of solar tracking systems as well as its new electrical solutions, conducting in-depth qualitative stakeholder interviews, auditing the current brand and its competitors and talking to the business’s industry partners and customers. Through this exploration, we surfaced insights into the changing needs of the utilities and developers who comprise their audiences, learning that these segments view Ampacity truly as a “unicorn” in the industry that routinely went above and beyond to meet any solar energy challenge, from design engineering and procurement, through kitting and installation—with precision and accuracy.  

This end-to-end expertise, combined with a can-do sense of partnership and commitment to managing every aspect of planning, kitting, shipping, warehousing, delivering and installing solar trackers and electrical products led us to zero in on the unique way Ampacity not just enables but propels its customers and partners. We crystallized this unique value proposition into a bold, energetic, and differentiating positioning as a clean energy accelerator. 

Through an iterative and rigorous process, Prophet also helped the brand land on a new name– Ampacity. A word that means the maximum amount of electrical current a conductor can safely carry, it signals the category while reflecting the company’s dynamism, can-do partnership, and future-forward sustainability.  

Prophet also developed an energetic, savvy brand voice and modular, flexible messaging to enable compelling and strategic storytelling across audiences and touchpoints. In parallel, Prophet delivered an entirely new visual system designed to break through the noise and sameness of the renewable energy space. Taking a boldly differentiated approach, we developed a new logo, a vibrant and unexpected color palette,  new typography, photography and iconography guidelines for execution.  

Finally, Prophet led the activation of the new brand, refreshing the website and creating new marketing and sales enablement assets that Ampacity rolled out in early 2025.  

Results

With a dynamic new brand, name and identity, along with vibrantly designed assets and sales enablement tools, Ampacity is now credibly positioned to lead the industry, attract new audiences and enable their business ambitions. Internally, the refreshed brand is generating new excitement and cohesion as its teams rally around the new strategy and expression. Externally, Ampacity’s new brand has been well-received by customers and partners, with senior leaders anticipating the rebrand will enable them to significantly increase in size and scale over the next two to three years. 

“We have grown a niche solar equipment business into a powerful distribution platform fueled by product expertise, partnership with customers, and a tireless commitment to doing right by construction crews in the field. Our whole team is fired up to add more momentum than ever to the energy transition under the Ampacity brand.”

Eben Russell
Founder and President, Ampacity

CASE STUDY

Showmax

Helping a streaming partnership re-launch their platform across Africa

Challenge

Showmax, a joint venture between South African broadcaster MultiChoice Group, Comcast and NBCUniversal, aimed to relaunch its streaming service across multiple African markets. To succeed, Showmax needed a comprehensive strategy that addressed Africa’s unique market dynamics, including its burgeoning youth population and strong demand for local content. The partnership needed to expand regional and international programming and sports like the English Premier League, while offering affordable, mobile-friendly plans that leveraged advanced streaming technology. 

Solutions

Our goal was to support Showmax’s leadership in organizing the launch program and managing relationships with many partners. This involved delivering market-backed insights and identifying risks to inform the optimal timing and strategy for launching in each key territory.   

We began with extensive research, focusing on content preferences, product features, payment journey and marketing factors. Collaborating with local stakeholders, we conducted data analysis and identified strategic priorities and presented these findings to C-suite decision-makers and regional leaders.  

By combining quantitative data on viewing habits with qualitative insights from local market intelligence, we provided a holistic, market-by-market view of the key success factors. This framework helped the launch teams set clear priorities, define clear targets and develop actionable strategies.   

In addition to establishing launch-team rituals and managing the end-to-end roadmap for the February marketing debut, Prophet created a robust assessment framework for ongoing market analysis and adaption.   

Results

Prophet has delivered this approach in four major African markets – South Africa, Nigeria, Kenya and Tanzania – with a view to continuing this go-to-market expansion work across the rest of the continent.  

By the end of the launch quarter, Showmax achieved significant milestones, relaunching across 44 markets in sub-Saharan Africa. Showmax migrated almost 100% of the eligible customer base to the new Showmax platform, and 88% of those migrated had reactivated their accounts in the seven weeks to year-end. Showmax enjoyed record growth in the month of March 2024.

The launch also introduced a range of successful payment types and bundles tailored to different user groups in South Africa, Kenya and Nigeria.   

This strategic entry enhanced Showmax’s market visibility and effectively positioned it against competitors like Netflix and Disney.  

“Prophet and Showmax share a common belief in the critical role of audience-centricity. This meant we had the insights we needed to build a holistic launch strategy focused on innovative content development, relevant bundles and user-friendly payment. These frameworks will help us further differentiate our approach to winning audiences and powering our growth in each of our African markets .”

Nazeer Wadee
Chief Financial Officer

CASE STUDY

International Health Partners

Reimagining a software system to drive growth and global impact

Challenge

International Health Partners (IHP) is a global NGO committed to providing quality, long-dated medicines to disaster-hit and vulnerable communities worldwide, regardless of location or demographic.​ In pursuit of this mission, IHP developed Boaz, a cutting-edge product donations management software designed to enhance efficiency and compliance in the donations process. However, IHP encountered a significant challenge in actualizing its growth ambition for Boaz. Seeking to transform the software into a driver for expanding global access to medicines and generating a sustainable revenue stream, IHP sought assistance from Prophet.

Solutions

With a multidisciplinary team, Prophet set to work to support Boaz’s growth ambition focusing on brand enhancement, user experience refinement and operating model optimization.    

Collaborating closely with the IHP team, we conducted a strategic review of Boaz’s brand and user experience, with the aim of elevating its customer journey to a premium, scalable level while ensuring operational sustainability. This involved the development of a comprehensive Boaz customer experience map, meticulously detailing each step of the user journey. Through iterative testing and refinement with Boaz users, we ensured that every interaction with the platform was intuitive, efficient and aligned with IHP’s mission.

We then crafted four distinct brand territories, leveraging Boaz’s strengths and unique differentiators to create a compelling brand positioning statement that effectively captured its purpose and promise. This involved communicating Boaz’s impact, engaging Corporate Social Responsibility (CSR) and Environment, Sustainability and Governance (ESG) teams and maintaining visual cohesion with the overarching IHP brand.

Moreover, we equipped the IHP team with the operational organization setup necessary to bring Boaz’s vision to life. Through capability assessments, a detailed 5-year roadmap and financial modelling, we provided actionable insights to guide Boaz’s growth trajectory and ensure long-term success.  

Results

Armed with the expertise and resources provided by Prophet, the IHP team seamlessly integrated Boaz into their operations, utilizing the materials and support across various initiatives, from sales pitches to committee budget reviews. Boaz’s webpage is also now live, marking a significant milestone in their journey towards expanding global access to medicines. 

Client Testimonial

“The comprehensive support provided by Prophet, spanning from the brand guidelines to pitch formulation and customer journey mapping, has left us with a clear roadmap for our next steps. We now have a solid foundation and actionable insights to drive Boaz forward and maximize its potential.”

Colleen Harrison-Dodds
Director of Compliance and SaaS at International Health Partners

CASE STUDY

Josun Hotels & Resorts

Creating a winning brand portfolio strategy

Background

Established in 1914, Josun Hotel has become an exemplary hospitality brand, transforming into the current Josun Hotels & Resorts while maintaining its original “First & Best” mentality. 

In a market where new entrants have raised the bar on hospitality, Josun Hotels & Resorts wanted to position its brands at the forefront of hospitality experiences in South Korea. Prophet worked closely with Josun to create an independent portfolio of brands, each targeting different consumer groups.

Approach

Prophet helped Josun Hotels & Resorts define a winning brand portfolio that captures distinct opportunities in the Korean travel market, with clearly defined roles and relationships for each of their hospitality brands. Understanding that each hospitality brand needs to meet the unique needs of Josun’s varied audiences, fresh insights were uncovered to define distinctive concepts for each brand. Through extensive research, expert interviews and in-depth audits, we created a hybrid brand architecture with a series of flagship brands with reimagined concepts appealing to different target audiences in Korea. 

Each hotel brand is tied to its unique idea, name and story that delivers a hospitality experience like no other. L’Escape was born for those who wish to get away from reality and create their own dreams and fantasies, a true Parisian escape in the heart of Seoul. Gravity was created to become a thriving social hub for Millennials, a center of gravity in the community to foster creativity, collaboration and inspiration that blends work and play together. Combining Josun’s legacy with fresh modernity, Grand Josun reflects a refined sensibility for premium customer experiences while catering to families. Lastly, Josun Palace represents the group’s highest-grade luxury offering, encapsulating the key essence of the hotel’s heritage and appealing to “The Cultured Connoisseur.”

We brought the different brand strategies to life by carefully crafting distinctive visual identities for each hotel. We also developed complete branding concepts for some of the food and beverage offerings within the hotels. 

Impact

The four new hotel offerings by Josun Hotels & Resorts – L’Escape, Gravity, Grand Josun and Josun Palace – were subsequently launched between 2018 and 2021 to great success. The optimized portfolio and architecture strategy maximized revenues across the brands and serves as a growth engine for the group, unlocking new possibilities in its journey to become a global hospitality brand.  

Our work with Josun Hotels & Resorts received critical acclaim including multiple awards from Transform Magazine’s Transform Awards Asia [1][2][3].

L’ESCAPE

Creating a Parisian escape in the heart of Seoul

SEE OUR WORK

GRAVITY

From hotel to Millennial experience hub

SEE OUR WORK

GRAND JOSUN

Extending the Josun heritage to create a premium hotel brand for families

SEE OUR WORK

JOSUN PALACE

Creating a luxurious hotel brand under a winning portfolio

SEE OUR WORK

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CASE STUDY

Mineral

Helping a stealth-mode X project “graduate” into a stand-alone Alphabet company 

Challenge

To discover more about the magic of Mineral, visit their website.

Mineral is developing artificial intelligence that can transform agricultural data into understanding to increase the resilience of the planet’s food production systems. Founded in 2017 as a bet within Alphabet’s X, the “moonshot factory,” Mineral had a planet-sized ambition and the technology and talent to get there. It also needed a partner to help them craft the market presence needed to launch—and grow—as a stand-alone company. 

Mineral chose Prophet as its end-to-end partner to launch a brand to represent Alphabet’s commitment to sustainable agriculture. In January 2023, Mineral successfully “graduated” as a stand-alone company and is already making an impact on the food system humankind needs to survive. 

The stakes couldn’t be higher. If humanity doesn’t change how we produce food, then, by 2050, feeding the population will clear most of the world’s remaining forests and push the earth’s temperature past its 1.5°C warming limit. But innovating farming practices to be more resilient and ensure our planet can provide for lifetimes to come is complex. The diversity of the ag value chain and its industry practices have not been data-rich nor shared across silos—let alone globally—for the last century. The agriculture industry is at a juncture where data-informed decision-making is required to innovate key efforts like traceability and demand forecasting. 

Solutions

  • Mineral is reimagining how food is produced more resiliently and sustainably by turning a world’s worth of agricultural data into new understanding.  

They’re working relentlessly with partners across the ag value chain to enable every farmer, researcher, crop breeder, and advisor to overcome the challenges they face, and build a more productive food system—together.  

“Mineral’s ambition is not about adding technology to agriculture. It’s about helping adapt the agriculture system to a changing climate and switch to a more sustainable path. We’re doing so by leveraging AI to deeply understand the plant world and unlock the possibilities of embracing complexity.”

Elliott Grant, Chief Executive Officer, Mineral 

Mineral is unique: while within the Alphabet ecosystem, it has the freedom to navigate the realities of being an early-stage company. It has the permission to build boldly, from the ground-up. 

In addition to a strong brand, to show up in the world as an independent Alphabet company, Mineral needed a modern marketing organization to drive momentum and, ultimately, commercial success. Prophet helped Mineral leadership drive a stake in the ground—navigating through the foundational commercial realities of launching a business. 

“Prophet helped us lay the brand foundation to mature from experimentation to commercialization and share with the world who Mineral really is. Prophet quickly diagnosed our brand needs, our in-market ambition, and the road that would get us there. They not only asked the right questions about our go-to-market approach, they also weren’t afraid to iterate with us; Prophet felt like an extension of our team.”

Elliott Grant

Prophet kicked off in March 2022 with a “graduation” checklist, which included building the business, brand, and marketing foundations to define, position, and externalize themselves to partners across the ag value chain and the world: 

  • Developing a thoughtful business strategy and visual and verbal brand, rooted in research to uncover key industry and customer insights to determine how best to position Mineral in the AgTech space. 
  • Externalizing the brand, mission, and vision on internal and external channels, including Alphabet-internal announcements and spotlights at high-profile events. 
  • Identifying and integrating the tech stack required to stand-up, design, and operationalize owned digital channels as they scale. 

“There are nuances of being an Alphabet company. Prophet took a true partnership approach to helping us navigate our launch strategy and execution, which required flexibility and a willingness to take feedback and adapt to our needs. After only a few weeks, the Prophet team had a firm grasp of who we were and who we aspired to be. They cleared the way for us and were patient every step of the way.”

Megan Fallon, Marketing Lead, Mineral

Throughout the partnership, Mineral realized they would need so much more to achieve their goals, which included: 

1. Co-developing and co-authoring a rich pipeline of content with various business area leaders to continuously position Mineral as a reputable thought leader in ag. 

2. Building muscles across the full commercial spectrum (e.g., developing multi-purpose sales materials for marketing teams and business development teams). 

3. Supporting product teams with market-facing customer knowledge to inform portfolio strategy and feature development decisions.

“Prophet has shown aptitude not only for delivering brand and marketing assets, but also for helping our teams build the muscles required to grow and run the commercial side of our business.”  

Megan Fallon

Results

Together, we crafted a business and brand identity that embraces the complexity of our agriculture ecosystems and showcases how Mineral’s breakthrough technology can create a more sustainable and productive food production system for our future. 

“As our product portfolio matures, our Mineral x Prophet team continues to add value through sourcing customer insights that inform commercial and product decisions.”

Elliott Grant

Beyond graduation, Mineral continues to work with Prophet in its first year: prioritizing joint product-commercial goals, executing in-market activations, co-authoring content strategy (incl. thought leadership), conducting market-back research, and enhancing website features—all in close partnership with teams on the ground to reflect pivots as the company tests, learns, and grows.

Impact

+7k

impression in the first 24 hours

10

press articles published on graduation day alone

+7%

engagement rate on first post (vs. -2% benchmark)

Client Testimonial

“Our relationship with Prophet has continued to evolve alongside the progression and positioning of our business in market. The team deeply understands what we are trying to do—and are so passionate about it. We’ve been fortunate to have them.”

Megan Fallon
Marketing Lead, Mineral

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