Mi Primo Dani: Positioning and branding a Spanish startup



A startup launching a new banking product comparison site in Spain.



Start up the business, develop strategy, and run the day to day business.


Role & Result

As one of two founders and managing director, I was responsible for developing the business case and strategy and running the day to day business. The other founder had no active role in the day to day operations.

To start with I did all the market and competitor research and developed the business plan. Part of the business plan was also the positioning on three levels; business, brand, and communication.


The name Mi Primo Dani (My Cousin Dani) stood for the position of trust that the business wanted to have in the market. During competition research it was discovered that the competitors often did not offer the best banking product for the customer, but offered what was best for the comparison site. Mi Primo Dani wanted to be a trustworthy “comparador”.


Mi Primo Dani symbolized that relative or friend a person turns to for help. Because that is what happens in real life. If you need help with something, be it some construction done on your house, advice on the best health insurance, or a place to buy a car, you ask someone you know and trust to help you. Hence, Mi Primo Dani. Mi Primo Dani was executed as a cartoon to make the brand more approachable and add a bit of fun to the serious topic of banking products.


Part of my responsibility was finding developers to build the website. I developed the functional design of the website and worked with the developers to build the site according to agile and scrum principles.


Another responsibility was developing the online marketing strategy and executing this with the help of staff and freelancers. Content played an important role as did online advertising. In dealing with banks we took an affiliate publisher marketing approach.


Obviously in the role of managing director with a startup, there are a lot of other tasks to perform and oversee.



Startup, Founder, Market Research, Competitive Research, Business Plan, Website Development, Positioning, Branding, Corporate Identity Development, Marketing Strategy, Persona Development, Affiliate Marketing, Content Marketing, Lead Generation, Google Ads, Facebook Advertising, Email Marketing, Sales, HR, Accounting.


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