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Episode Info: Ted Krantz App Annie CEO Stephen Cummins: Welcome to 14 minutes of SaaS! The show where you can listen to the stories and opinions of founders of the world’s most remarkable SaaS scale-ups! This is episode 117 of 14 Minutes of SaaS, the final instalment of a 3 episode chat with Ted Krantz, CEO of App Annie. This kicks off with some fascinating insights into the thinking behind App Annie’s brand metamorphosis – embodied by a completely altered logo. And, as is traditional for 14 Minutes of SaaS, we’ll receive some great advice from our guest. This time it’s more career advice for those who want to get into the C-suite in established tech companies as opposed to our usual advice for SaaS founders. Stephen Cummins: So I have to ask you what’s with the new diamond logo because you have … ? Ted Krantz: Don’t call it a diamond, Stephen Stephen Cummins: Okay. Forgive me. Okay. So that’s… that’s just me looking at it, but the new logo with, and it looks like, kind of Sci-fi, really clean, strong upper case logo. It could not be more … it’s like a statement of saying ‘We have changed!’ …  because what was there for all those years was the friendliest of handwriting. Ted Krantz: Yeah. Stephen Cummins: And suddenly, I see something with tight angles, sharp clean …  and I see very, very clean professional looking uppercase font. What are you trying to transmit to the world? Ted Krantz: You have good eye! Stephen Cummins: I do. Ted Krantz: You know, many different things. One. Who writes by hand anymore? Right? Stephen Cummins: Makes sense Ted Krantz: The icon itself. Yes, it’s got a friendly component to it, but  … does it have the right enterprise premium flair to it? Especially when you’re selling to the C-level and our average deal size is about $100,000. Okay? So there are issues there. The second piece is … It has never been refreshed. And we’re at a point in time or we’re changing the trajectory of the company with this much broader value proposition than just the way you used the think about App Annie. So it was the natural transition. And I was very passionate that we need to do it. We more affectionately like to think of it as a gem. Stephen Cummins: Okay. It’s a softer word. Ted Krantz: Yeah. But it’s got more to it than … more artistic quality than just calling it a Diamond. Stephen Cummins: Okay. Ted Krantz: There’s times you can look at it … and it looks like a gem … and there’s other times it looks like an open box… by design. Stephen Cummins: Okay. Ted Krantz:  Depending on if we’re using the colour version or the black & white version. Stephen Cummins: Is it connected with the gamers? Ted Krantz: There’s a level up element of gaming that we used in the gem aspect. There’s also a unit of data in terms of the box and the dimension and depending on how you’re looking at it. And then with the colour highlighted like you’re talking about … it’s like a hotspot. Cou...
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