When Google’s Alphabet teamed up with Dan Doctoroff to create Sidewalk Labs, they needed to quickly explain how a company known for software would approach applying technology to the complex physical realities of cities.
The BerlinRosen Approach
BerlinRosen worked with the Sidewalk Labs team to develop a comprehensive positioning and thought leadership strategy that highlighted the company’s strong urbanist credentials, technical chops, and deep experience at the highest levels of urban development, policy, and government. Through major speeches, interviews, and op-eds, BerlinRosen helped launch Sidewalk Labs with a focus on the concrete urban problems—from affordability to sustainability—that emerging technologies can solve. We followed the company’s launch with careful announcements aimed at tech and urbanist media that showcase their practical approach to improving life in cities.
Our work for Sidewalk Labs has secured more than 2,000 media placements from outlets around the world and established its leadership as leading experts on emerging urban technology. Sidewalk Labs has built a global brand from scratch, leading to business development and partnership opportunities as a sought-after partner for cities and governments across the globe.