The highly competitive multi-level marketing arena has businesses come and go with only the strong surviving. Sherlock opened its doors originally as ShoppingGenie and eventually evolved to Shopping Sherlock of which launched them as a force to be reckoned with. Growth and expansion through recruitment is the key to survival in the MLM industry and Sherlock does just that.

Sherlock remains to grow because they deliver results and they compensate key affiliates and contributors generously. Each of the key affiliates have a branded "toolkit" that is used in conventions and meeting halls to display graphics and sales presentations.

Sherlock Nation has presence worldwide with strong support specifically in the UK and in Kazakhstan.

Shopping Sherlock continued to grow and expand; CEO Michael Wiedder had a vision of diversifying the business outside of just comparison shopping. With the business exposed as Shopping Sherlock, the challenge to develop into fundraising, coupons, local deals and entrepreneurial education posed to be a problem. The second challenge was inconsistent messaging and branding. As mentioned, the key affiliates had created their own sales kits and developed their own localized marketing messages; but the message differed from one affiliate to another.

Shopping Sherlock engaged Eat.Sleep.Work. with a need to rebrand themselves as Sherlock Nation; an umbrella company similar to the strategy Google had while transitioning to Alphabet. The key was to simplify the messaging to a simple, globally understood tagline: So easy, its elementary - with a nod to the Sir Conan Doyle's famous character Sherlock Holmes. A new color palette alongside new iconography for each of the sub-brands, Fundraising, Travel, University, Shopping and Local were created and rolled out into a family of different but similarly brand websites.