3VE Marketing

Name: 3VE Marketing
Address: PO Box 3866, Cary, NC, 27519, US
Telephone: +18888664233

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United States
Cary, NC
3VE Marketing

A creative agency that delivers strategy and marketing services and solutions in the form of Solve+M

Address

PO Box 3866
Cary, NC
27519

Telephone

+18888664233

Website

https://3ve.com/

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Textivia is now 3VE... It’s not a rebrand, It’s a new company

“The first rule of 3VE is we don’t talk about Textivia,” David Christopher tapped away on his keyboard into the night. He was fueled by his reignited passion, something only recently rediscovered after nearly a decade of empty drudgery and endless scramble. As a new email alert chimed, he didn’t suspect that the innocuous “ding” would be the herald of doom. Google had sent an email to all of its display partners and the subject line showed brightly in the notification preview: “...Goodbye 3VE…” That night, David had to tell his two business partners about how the FBI and some Russian hackers had destroyed their blood-sweat-and-tear-fueled brand and business.

More than a decade earlier, Chris and David had an idea to offer a trivia game over text, and the company named after a portmanteau, “Textivia,” was born. Neal joined the company to help maximize its potential. Textivia eventually found itself offering websites, then digital marketing, followed by traditional marketing, branding, strategy, and business consulting. This growth took more than ten years, tons of painful lessons, and an endless amount of support from friends, families, and dedicated employees.

A bit older, a lot wiser, and a ton grayer, the three guys extrapolated a cognitive thought process from their general approach: Solve Move Evolve. Within that process, they placed all the logical components of a business growth model. Research, branding, strategy, tactics, measurements, revisions, and enhancements--repeat forever. It was introduced to the rest of the company and we tried the model on a few willing clients. It worked.

We slowly rediscovered our world-consuming passions for business and marketing as we entwined Solve+Move+Evolve into our universe and laboriously birthed a brand based upon it The furious drum of progress climbed to its epic crescendo as Christmas 2018 neared. We were finally close to our launch date of January 3 (postponed from November 3). That email from Google on December 18 brought all of the excitement to a screeching halt.

For two years, the FBI had been investigating Russian fraudsters under the internal operation name, “3VE.” That was made public on November 27, 2018. We had missed that. But we didn’t miss the email. And the Google white paper titled “The Hunt for 3VE.” And the endless WhiteOps writers.

We loved 3VE to an unhealthy level, it was our fresh start… It wasn’t a rebrand, it was a new company. We had done everything but get the tattoos (and that was mere weeks away from happening). We had our federal EIN acquired, gotten our DBA license in order, acquired a very expensive 3-letter domain, 3ve.com, built a brand, and designed a website. The association with a federal fraud investigation, authority of “.gov” domains and official Google websites scared us. That’s not... The fresh start we needed. Not at all.

By February, we sat with our hacked name, battle-scarred but at peace. We sat knowing it would look like manipulation, a capitalization on media sympathies, and a thinly-veiled attempt to garner attention from an unrelated event. But we were here first. We had our name first… long before the FBI went public, we had this name and it had nothing to do with Russia or the FBI… it had to do with Solve+Move+Evolve.

We had to separate our hearts, which is a lot to ask of a group as passionate as ours. What advice would we give our clients in this situation?

We would tell our clients that they had the name first, and to hell with what anyone thinks. Why couldn't we be 3VE? It was our name and we had it first.

Nothing else came close to fitting because every iteration took us further from the Solve+Move+Evolve ethos. It was war-torn, bloody, but unbowed—just like us. 3VE is our brand, whether we want it or not, it conveys our spirit in the most accurate of ways. It is our battle cry and it is us not going gently into that night. 3VE is the little agency that could, in spite of Google, the FBI, and the Russian hackers.