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The story of d!nk’s rebranding


A trip down memory lane…

In 2010, the iPad was announced. A small step for man, but a giant leap for d!nk.

d!nk started out as a SaaS-company, taking advantage of this new device to offer publishers a toolkit for creating truly interactive magazines. That was before Flipboard and the first iPad magazine appeared. We realised in 2011 that d!nk was too soon and too radical for a 100-year old established industry.

In the course of 2011, we discovered a new application for the d!nk tablet publishing platform: mobile sales tools. Surfing on the traction in the pharmaceutical industry to replace the printed sales aid with a multimedia tablet version, we created interative magazines for sales people. In less than a year, d!nk boasted 15 customers and 2000 users – and we rebranded ourselves into a mobile sales enablement company.

The d!nk technology was built for interactivity from the start, and we kept the focus on providing tools that engage customers during the sales conversation. That’s nice-sounding theory, but for interactivity and engagement to be effective, we discovered that sales tools are only useful when closely tied to the actual sales flows and objectives. Having lived for several years the sales processes of our customers, we not only provided the software, but also shared experience on what sales tools to make for which sales situation.

We realized that dink had become more than a platform builder. Customers relied on us for our knowledge of sales and sales technology.

Sales-Tech Consulting

After intensive soul searching (think ‘après-ski’ rather than ‘brainstorm with post-its’) we realized that we’ve always stood side-by-side with our customers to make them more successful. We knew that customer-intimacy was our differentiator and we wanted to take it even further. So we decided to extend our focus from being a mere platform builder to a sales-tech software and services company. Solutions is what we offer. Mobile Sales Enablement Solutions – Partner of the mobile enterprise.

We now proudly serve our clients with sales-tech consulting – packaged as the Return on Sales Effectiveness program – on top of the d!nk mobile sales enablement platform.

d!NK is SwaS – Software with a Service.

New Logo

We wanted to communicate this change with a new branding. We choose colours that express customer-intimacy, ambition and straightforwardness.

And we choose a mascot during another intensive après-ski. Why an elephant? d!nk enables engagement and interactivity in the sales conversation – listening more than speaking. Don’t be a hippo sales person, but an elephant with large ears instead of a large mouth. And… an elephant never forgets – just like an intimate account manager building a lasting relationship with a loved customer.


About Kenny Wyckmans

Kenny is Marketing manager at d!NK. He joined the company in its early days. Passionate about marketing & digital communication, Kenny keeps the pulse on d!NK’s market. He is in daily contact with d!NK’s customers and prospects to understand their sales interactions and detect opportunities for d!NK to improve the sales effectiveness. An entrepreneur at heart, Kenny founded his webdesign agency in 2006 while still at school.

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