When a Swiss Brand Giant Pops Up on My Napblog Google Ads?
Every morning, I open Google Ads like some people open their news app.Who’s bidding on “Napblog” today? Some days it’s a research giant.Some days it’s a niche SaaS. Today, it’s Frontify – a Swiss brand-management platform used by Uber, Nestlé, Vodafone, Volkswagen and a long list of global brands.frontify.com+1 And honestly? I kind of love that this is happening. Because each “new competitor” sitting next to Napblog on Google Ads isn’t just competition.It’s a signal: what category Google thinks we belong in, and which global players are sharing that category with us. Who is Frontify, and why are they next to Napblog? Frontify calls itself a brand-building platform – where a user-friendly Digital Asset Management (DAM) system meets customizable brand portals and templates.frontify.com+1 In simple language: They were founded in 2013 in St. Gallen, Switzerland, and now operate globally with hubs in Switzerland, London and New York.frontify.com+1 They’ve been recognized in analyst reports (Forrester, G2) as a serious enterprise DAM player.Capterra+1 So why on earth is a Swiss enterprise DAM platform showing up next to Napblog when someone searches on Google? Because in the eyes of Google Ads, we’re all orbiting the same problem: “How do I keep my brand consistent and grow it without losing my mind (or my budget)?” Frontify solves this from the inside-out (governance, consistency, brand control).Napblog attacks it from the outside-in (traffic, demand, content, experiments). Same orbit. Different roles. Napblog vs Frontify: Same universe, different layers Here’s how I see the stack: If Frontify is where your brand lives, Napblog is where your brand gets tested in the wild. So when Frontify shows up on my own brand search, I don’t see it as “they’re stealing my clicks.”I see it as: “The same people looking for Napblog are also in Frontify’s world – CMOs, marketing ops, brand leaders, SaaS founders. Great. That’s exactly who I want to talk to.” A real conversation: Swiss healthcare SaaS founder x Napblog Let me make this concrete. Last week, I had a call with a Swiss SaaS founder building a healthcare platform. She’s dealing with two big challenges: Here’s a (fictionalized but very real) version of how that conversation went. 👩💻 Lea (Swiss Healthcare SaaS Founder):“Pugazh, every agency tells me the same thing: ‘We’ll run ads and do content.’ But I’m in healthcare. I can’t just drop random campaigns. I need trust. I need consistency. And I’m also drowning in PDFs and logos.” 🧑💼 Me (Napblog):“Okay, so you have two fires: Lea:“Outside. If I don’t show traction, there’s no next funding round. But the inside chaos is slowing us down. Every time we brief an agency, we’re re-explaining the brand.” Me:“That’s exactly why tools like Frontify exist – so you don’t have to keep re-explaining your brand. Put your assets, guidelines, dos/don’ts there once; let partners and agencies self-serve.” Lea:“Okay, and where does Napblog fit then? Because Frontify doesn’t get me new customers.” Me:“Right. Think of Frontify as your source of brand truth.Think of Napblog as your growth sandbox: Lea:“So I’d use Frontify to make sure everyone stays on-brand… and Napblog to figure out what resonates in the market?” Me:“Exactly. One keeps your story consistent. The other keeps your story alive.” Lea:“And healthcare is tricky – we need sensitivity, compliance, and still some boldness. Are you comfortable working in that space?” Me:“That’s where Napblog shines. We don’t come in screaming ‘growth at all costs’. We talk to founders, product, sometimes even clinicians, and design campaigns that respect the context while still pushing for measurable results. And because we run things as experiments, you’re always one step away from turning something off if it feels off-brand or risky.” That’s the real point: You don’t “choose” between a Frontify and a Napblog.You decide which layer you need right now – governance vs growth – then stack them smartly. What daily “competitors” in Google Ads are teaching me Seeing names like Circana, MFour, Rocket SaaS, and now Frontify next to Napblog in Google Ads has become a daily ritual for me. Here’s what it’s teaching me: If you’re building a healthcare (or any) SaaS right now Here’s my practical take: And if you’re in healthcare SaaS specifically:You need both trust and traction. Brand platforms + experimental marketing is not a luxury stack. It’s a survival stack.