The Evolution of a Brand: From Cocktails to Content

June 1, 2015

6:00 am

You may have noticed our new brand – Tech.Co.  We never formally announced the transition from Tech Cocktail to Tech.Co, but decided it’s time to give you a little more background on why we made this big change.

It’s been quite a while since we first launched the Tech Cocktail brand to better amplify local technology and startup communities. And a lot has changed over those 9 years. The initial idea was to create a brand that offered a metaphor for all the different people, companies, and organizations that make up a local tech ecosystem; “mixing” them all together at physical events and covering some of those happenings online. Back then, social media didn’t really exist, so our in-person events were a great place to connect with people you met via blogging or email.

Fast forward to today, where there are billions of people sharing updates and connecting online every single day. While all of our events still offer a valuable opportunity for real-life connections, bringing together thousands of people in communities across the country, we have also significantly grown our online audience through our regular tech and startup news articles, reports, and resources. Last month, we published our 10,000th article which was a solid achievement for our lean, mean, content producing machine which now includes a small but full-time editorial staff and many thought-leaders who have contributed via our open platform through the years – folks like futurist Brian Solis, Braintree Cofounder Bryan Johnson, and even Uber CEO & Cofounder Travis Kalanick,  just to name a few. You can apply to write on the Tech.Co platform too.

The connection between “Tech Cocktail” and events was strong. But many people didn’t see the connection between “Tech Cocktail” and our content and resources. So we thought long and hard about it, and decided to make the change to better align ourselves with our online growth and position us for the future. We redesigned the site at the same time to create a better online experience and emphasize our commitment to great content and useful resources for all of you.

Our other brands that people know and love will continue on as follows:

  • Tech Cocktail will now become one of our brands focused primarily around events.
  • Startup Mixology, which started as a conference in Chicago and DC, became the title of a book I wrote, published by Wiley last summer. Like the conference, it shares the basic ingredients for starting, growing and running a business.
  • CELEBRATE is our conference (this year will be our 3rd annual Celebrate) that culminates our yearlong “Startup of the Year” tour as we search the globe for the most notable early-stage startups.

More Opportunities
I mentioned that we’ve seen tremendous growth in our online audience as our editorial team and band of thought-leaders share their knowledge. As a business, we’ve worked with hundreds of brands, city organizations, and other groups over the years – and their interests have shifted, from just being involved in our events to also wanting to reach our broader online audience of millions of readers around the world. We’re now in a better position to offer brands fantastic opportunities to connect with our audience via content and resources, which is critical to helping us underwrite the costs of high quality production for the tech and startup communities we serve. If you’d like to explore working with us in some way, please reach out – we’d love to connect with you.

What’s Next?
We hope you like the redesign of our website at Tech.Co, which now offers an experience more in line with our online editorial mission. With a responsive design, you should be able to read content on your laptop and mobile devices in the same highly readable format. The new design is the fine work of the Las Vegas- and New York-based creative agency MOTEL. And while we’re happy with the new site – we’re not done! This is just the beginning. There are more features and updates to come so stay tuned for additional resources going forward.

Thanks for being a reader and I sincerely hope you like the new Tech.Co. If you’ve come this far and like the changes we’ve made, click here to share it far and wide.

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Frank Gruber is the cofounder, CEO and Executive Editor of Tech.Co (formerly Tech Cocktail). He is the author of the book, Startup Mixology, Tech Cocktail’s Guide to Building, Growing, and Celebrating Startup Success. He is also a startup advisor and investor to startups.

Find Frank Gruber online and follow him on Twitter at @FrankGruber.

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