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Saffron Technology


When science leaps forward, the art is in bringing audiences toward it. Carpenter Group and media relations partner Lightspeed PR place Saffron Technology at the forefront of big data analytics.

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Saffron Technology


When science leaps forward, the art is in bringing audiences toward it. Carpenter Group and media relations partner Lightspeed PR place Saffron Technology at the forefront of big data analytics.

challenge

In 2014, the tech sector was bursting with genius entrepreneurs not only chasing the next big thing, but the attention of VCs. Attracting investors was as much a part of the pitch as proving breakthrough science. 

Opportunity

Saffron’s contribution to cognitive computing ended the decades old inertia of artificial intelligence, limited by its massive hardware requirements and binary code. Real world examples would make cognitive computing indisputable and focus sector influencers on the firm’s brain trust.

exponent

Saffron’s patented associative-memory based approach was a stark departure from rules-based data-processing models. Evangelizing “natural intelligence” put it into a category of one. 

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The Challenge


The Challenge


The Challenge

In 1999, the founders of Saffron Technology left IBM to pursue the question, “What if a machine could think like a person?” Their invention — programming that mimics a brain’s ability to find connections in data and identify patterns — was revolutionary. From a commercial standpoint, the potential applications for defense, energy security, healthcare and international intelligence were profound.

Like many start-up stories, Saffron Technology’s origin involved charismatic, brilliant individuals pushing boundaries. Their tale was filled with passion, but it was not only difficult to understand — buy didn’t make a strong business case. Compounding this, its brand — visually and verbally — was not made to be appealing to a VC audience.

The Opportunity


The Opportunity


The Opportunity

Saffron Technology needed to raise capital and its profile to grow. Relocating to Silicon Valley in 2014, leadership brought in experts to re-engineer the brand and develop a strategy to garner attention from the industry, media and investors.

Early on in our engagement, Saffron began to draw VC interest and was scheduled to present at GIGAOM within weeks. Carpenter Group and Lightspeed PR worked quickly, tapping into Saffron’s beta-users to extract insight. We knew the opportunity to distinguish the firm lay in our ability to illustrate use cases and to articulate client results with depth in real-world terms. Problem solving would be a key tenet of Saffron messaging.

The Exponent


The Exponent


The Exponent

The exponent we surfaced in Saffron’s brand is especially salient: By reproducing natural learning in a computer, they designed a “brain” that’s inexhaustible and infinitely powerful — exponentially so. Saffron’s positioning, “The Only True Natural Intelligence Platform” expresses the measureable difference they deliver and, in the same statement, claims competitive territory.

To activate this positioning, Lightspeed PR managed the visibility of Saffron’s team and generated buzz through a wide variety of news media, which included business, tech and trade press. Easy-to-understand talking points and media training kept presentations on point, and storytelling was purposefully factored-in to leverage the firm’s visionary personalities. In addition to messaging, Carpenter Group developed a modern brand palette, a responsive, informational website tailored for VC due diligence and a substantive investment banking presentation.

Industry insiders soon recognized the singular achievement of Saffron. In October, 2015 Saffron Technology was acquired by Intel.


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