零售科技公司 Mirakl 时隔 14 年首次重塑品牌形象，瞄准 AI 时代
Tech Unicorn Mirakl Gets a Rebrand for the AI Age
- 1零售科技公司 Mirakl 成立 14 年来首次更换品牌形象，官方称定位转向创新与前沿技术
- 2首席营销官 Darius Meadon 称旧形象以深蓝无衬线字体主打可信赖，服务第三方市场新品类推广
- 3Mirakl 业务含市场平台、广告平台和多渠道销售三项服务，客户包括 Macy's、Best Buy、Ulta Beauty、Lowe's
一家服务主流零售商的成熟 B2B 软件公司，把品牌卖点从品类开创期的可信赖换成面向 AI 时代的创新形象。
- 影响：Mirakl 客户覆盖 Macy's、Best Buy、Ulta Beauty、Lowe's 等主流零售商，品牌转向会影响采购方观感；正文只提及形象更新，未提及产品或功能变化，选型时应区分品牌叙事与产品能力。
- 参考：可考虑在评估市场平台或零售广告服务商时，要求对方把创新叙事落到具体功能与客户案例上；已用 Mirakl 的企业可在沟通中确认品牌换新是否伴随产品调整。
- 依据：判断基于 Adweek 报道与 Mirakl 首席营销官 Darius Meadon 的官方口径，暂无独立验证；客户名单与三项业务为文中列明的事实。
Mirakl, a retail technology firm that helps retailers stand up third-party marketplaces, has a new look.
The Paris and Boston-based company has unveiled a new look for the first time in its 14-year history. Chief marketing officer Darius Meadon described the brand’s original look as “trustworthy” with a dark blue Sans Serif font, aimed at selling the then new category of third-party marketplaces. Today clients come to Mirakl for innovation and cutting-edge technology, Meadon said.
Mirakl sells three services: A marketplace platform, an advertising platform, and a platform that helps sellers sell products on multiple marketplaces. Its clients include Macy’s, Best Buy, Ulta Beauty, and Lowe’s.
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来源：Adweek · adweek.com