The Power of a Principled Stand: How We Helped a Client Turn a Crisis into a New Product
- Jen Massing Harris
- Sep 29
- 2 min read
Updated: Oct 2

In the world of B2B marketing, it’s easy to get lost in a sea of product announcements and customer wins. But what if a crisis could be your best marketing opportunity?
Our work with Exchange Data International (EDI) shows how a single, principled stand can define a brand and drive its success.
The story began when a major securities exchange proposed a new fee structure that angered many in the data vendor market. It was a crisis for the industry with many players facing massively increased bills that they would either have to pass along to their customers, or eat. Some vendors contemplated shutting down completely.
But for Jonathan Bloch, EDI’s founder, the crisis became an opportunity. A true market mover, Jonathan understood that a challenge to the status quo could be a powerful way to demonstrate his company's mission.
From Protest to Product
Instead of simply complaining publicly about the higher fees, Massing PR worked with Jonathan to do something about them for the benefit of the entire data vendor industry: The strategy was to build a new alternative product that directly solved the problem.
We helped EDI announce the launch of its own self-sourced UK Corporate Actions data service, a directly competitive response to the London Stock Exchange. This wasn't just a new service; but a clear statement of purpose. Our messaging made clear that EDI's service would not impose the same restrictive distribution rules as its incumbent competitor, which was a major point of contention for the exchange’s data vendor clients.
The Results? Authenticity and Credibility
The media loved the David vs. Goliath story. Publications including Trading Places and Inside Reference Data covered the announcement, highlighting how EDI's new service offered a key competitive advantage. Jonathan's voice was central to the narrative, positioning him not just as a CEO, but as a champion for client value.
This story is a powerful reminder and an early lesson in our philosophy of Building Purpose. Validated by Publicity. The lesson is that you can earn more credibility from a single, meaningful action than from a dozen press releases about a new feature.
When you take a stand, your brand becomes more than a product—it becomes a leader.
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