In virtually every marketplace, there is “buzz” and then there is backbone. The mobile payment market is no different. Buzz can always be created by a new startup, but the mobile payment market is built around the backbone provided by companies such as Apriva. When Apriva decided it wanted a voice in the industry discussion, we got the call to help them do just that. Diving deep into the nuances of any market is something that gets our team up in the morning. Our research on trending topics and deep conversations enabled the company to begin speaking differently about their market and technology, and how the two intersect. This approach enabled the company to not only become better understood by a broader audience, but position the brand as the backbone and key enabler for new trends and technologies that emerged as the payments space evolved rapidly.