Foundedin 2014, Tickmill has been one of the mostcompetitive, visible, and stable brokers in the industry. CMO Kay Hook talks tous about the concept behind the international multi-asset broker’s latest brandupdate and bold statement, “In a World of Bulls and Bears - Be the Tiger.” Tickmill’s new updated brand identity and bold new positioning are, let’s behonest, rare for a veteran broker. What does that mean for the company and itstraders?Kay:You’re completely right, and we are very proud of our different approach. Theindustry typically follows more well-travelled paths and uses proven formulas,especially when it comes to branding. But our brand update is more than itsvisuals, even though that is extremely important as well; it is a roadmap ofhow we think, operate, and deliver value. Markets, news, reports, and badconditions, the world traders live in is often precarious, unpredictable, andloud. In contrast to that, we wanted our brand to represent stability, clarity,and trust. We wanted to be innovative and disrupt. We want to offer the bestpossible value proposition to our traders. Included in this new identity is your positioningstatement, “Advantage, built for traders.” Could you please elaborate on whatthat means for your traders?Kay: It states our commitment to our traders, so in that sense,maybe it can be considered both a positioning statement and a motto. “UnfairAdvantage” means providing our traders with everything that sets them up tosucceed. They get tools and conditions necessary to gain an edge. The goal isto empower our clients to enter markets with confidence, trade with precision,and ultimately achieve the goals they set at the beginning of their tradingsession. And we aren’t overpromising; everything we develop is builtby traders, for traders and has been based on the feedback we’ve received fromour community from the beginning. The second tagline is“In a World of Bulls and Bears - Be theTiger.” The metaphor of the trader as a tiger is a unique one, I’ve never heardit before. Do you mind elaborating on the idea behind it? Kay: The metaphor of Bull and Bear, at least according to theconsensus, comes from the way they attack. Bulls swipe upwards, and Bears swipedown. The tiger, though, is hyper-focused, strategically stalking, movingthrough heavy jungle growth, and perfectly timing its attacks. It uses speedand precision to achieve its goal.In that context, I hope the parallels are evident. When weask our traders to be tigers, we want them to use the speed and precision ourtechnology offers them. We want them to strategically follow the market and actusing the market-leading tools they have at their disposal, to act only whenpresented with an opportunity. Finally, through the refinement and claritywe’ve built into everything we do, we aim to help our traders cut through thenoise and move effortlessly towards their target. You have made some bold moves as Tickmill’s CMO. How have you approached this latest change?Kay:I’ve always had a performance-first philosophy. To achieve the results we wereshooting for, we combine creative storytelling and data. Those two marketingfunctions aren’t mutually exclusive, even though there is a slightmisconception that they are. Data without storytelling ignores an importantpart of marketing - speaking to our traders. Creative storytelling without datamakes it challenging to measure the performance of campaigns. I’malso deeply passionate about branding. As you’ve probably seen in our recentrefresh, I believe a brand isn’t just about how things look, it should alsowork strategically and support our bigger goals. A strong brand presence shouldbe memorable, distinct from the competition, and reinforce a company’s coreconcepts, which in our case is trust and stability.It’snot always easy, but it’s a key part of the job. Great storytelling is aboutfinding the right balance between design, language, and tone. And when backedby data, it can be refined and improved. When everything works together, thebrand becomes truly distinctive, which matters more than ever as the industrygrows more crowded. Inthis crowded landscape, shouting louder than everyone else just adds to thenoise—and honestly, it never really worked. What does work is offering realvalue: cutting through the clutter with clarity, consistency, and a trustedexperience that stands the test of time.I’mincredibly proud of the global marketing team who brought this brand evolutionand creative concept to life. Their dedication, creativity, and belief in whatwe’re building together made all the difference. This article was written by FL Contributors at www.forexlive.com.