Moving data storage from troublesome to trouble-free.
Isilon
Client
Isilon
Services
Brand Strategy
Advertising & Conceptual Development
Marketing & Communications Strategy
Strategic Messaging & Positioning
Creative Production
The Challenge
How do you convince IT professionals that it's no longer difficult to keep up with the constantly changing storage needs of their organizations?
Strategic Decision
Everyone talks about storage speed, security, capacity, etc. So go the other way, focus on alleviating its biggest pain point—how difficult it is—and position Isilon as easy.
The A-Ha Moment
This is not hard. I can do this.
The Creative
The Results
Acquired by EMC for 2.2 billion dollars
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Mortar Advertising Inc. San Francisco. Advertising. Branding. Creative. Strategy. Marketing.