Cubic Robotics

BRAND STRATEGY,

BRAND DEVELOPMENT

FOR CUBIC ROBOTICS

The Silicon Valley-based startup Cubic Robotics introduced Cubic - the first Artificial Intelligence assistant with a personality

for mobile, home, and vehicles. Cubic can talk, make jokes, navigate mobile apps, use consumer electronics, access home automation systems, and operate vehicle-based technologies with a voice command interface. However, this is the only small part of its full potential.

In 2014, the brand agency SmartHeart along with the Cubic Robotics team created a brand strategy and positioning strategy

for Cubic. For nine months, SmartHeart partner Stanislav Okruh was leading the brand positioning of this innovative project

in Russia, marketing Cubic as a home robot with a personality to match. During that time 2.5 thousand pre-orders were received for Cubic.

Before reaching the global market in 2014, SmartHeart team member and marketing director of Cubic, Ivan Kryukov, developed

a product re-branding strategy and presented Cubic to the global market as a Personal Artificial Intelligence.

SmartHeart partner Stanislav Okruh commented: "Developing the brand strategy and the marketing concept required the greatest commitment of the whole team. Concept-wise and functionality-wise, Cubic resembles the character from "Iron Man” movie of Tony Stark's personal assistant, who has an amazing sense of humor and personality - Jarvis. Thus, we positioned Cubic as a personal assistant, which is available on almost all devices and unifies the devices. In this connection, Cubic Robotics developed the Cubic smartphone app and gadgets that interface with other technologies, such as vehicles and home automation systems.”

One month of marketing in the United States resulted in sales comparable with nine months of pre-orders in Russia. The new promotion strategy for the global market started from crowdfunding on Indiegogo. More than $120,000 were collected during

60 days, from citizens of 40 different countries. “Statistically, only 2% of companies are able to reach this dollar amount on crowdfunding platforms. The success of this project can be attributed to a competent brand strategy and cohesive teamwork. $120,000 is not a win yet, but just a beginning.”

In the beginning of 2015, the SmartHeart agency prepared all marketing materials to assist Cubic's top-management in their investment project presentation. In line with their proposed new concept, SmartHeart designed a banner for Cubic's stand

at the International Consumer Electronics Show CES. The new brand positioning was presented to the general public in May 2015 as "Cubic - The Intellect of Things." The development of the international brand positioning has just started its active phase. The SmartHeart agency plans to continue to support Cubic's brand in the future.