The power of a big brand idea.

All of us at BD'M are very proud of our new work for Compellent.

Compellent is one of the country's fastest growing network storage companies. Their "secret sauce" is a unique technology that is extremely dynamic, scalable and efficient. The company enlisted BD'M in 2009 to dissect the brand and develop a new plaftform to help fuel Compellent's next phase of growth.

The result? "Fluid Data", a big brand idea that marries the essential truth of Compellent's technology with a clear point of view on what the future of data storage should be.

This brand video is the tip of the iceberg. There's more cool stuff in the pipeline. Stay tuned, because the future is fluid.

Comments

What makes a premium brand premium?

I was thinking the other day about the DNA of premium brands . One thing is certain -- it's a relative idea. For example, Hyatt is not a premium brand if you're used to staying at a W or a Ritz Carlton. But if your vacations to date have been holed up in a Holiday Inn, then by all means a stay in a Hyatt is a premium experience. Another thing is certain -- a brand is considered premium only when we believe it is worth the price. And that's where we can dig deeper. Why are we willing to pay more for a product when there are others that provide the same service or function at a lesser price? I have spent a good part of my marketing career developing strategies and ideas for a wide range of premium brands, including American Express, Sony, Callaway Golf, Hilton, Jaguar, Land Rover – even the Toyota Prius. Through these experiences I have come to believe that a premium brand is built upon specific tangible and intangible attributes that give it a sense wort

Super game. Dull ads

As a passionate Giants fan it is safe to say that I had a good time yesterday. But as an advertising professional I felt a bit underwhelmed by the caliber of the advertising . Many were entertaining. But few possessed that intangible Super Bowl-ness...big, pop-cultural, fun. Even fewer seemed to have anything relevant to say about the brand, such as the Planters "uni-brow" spot. I loved the Bridgestone "screaming animals" spot, but it would have been a much better spot for the Saab featured in the spot than the tires the car rode upon. As for Bud, good spots, but I've seen the dog and horse thing before. Tide's talking stain was funny, but did it have Super Bowl-ness? My fav? The Coke "balloon float" spot. It was classic Coke (for Coke Classic). Big. Entertaining. Unexpected twist. Utterly charming. And Charlie Brown finally won something. Coke is about smiles. And that spot was just that. The Audi spot that I wrote about last week liv

Will this be your first recession rodeo?

In a previous article I referenced Mark Twain’s quote, “history doesn’t repeat itself, but it often rhymes.” If true, then this is a poem about marketing in a recession by reflecting on lessons which I will attempt to freshen... Ok, no more poetry. I recently revisited the WikiBranding articles I wrote during the 2008-2009 meltdown that spotlighted best practices from a range of marketers. It struck me that those of us who guided businesses through The Great Recession can share lessons we learned with managers for whom this downturn might be their first. (Bob Barrie, Stuart D’Rozario and I had just co-founded BD’M; learning how to navigate the recession was not a choice!) Who decides if we’re in a recession? Spoiler alert: the consumer decides. News stories about the economy lead us believe we’re in a recession – the “R-word” is having its moment. Economists might say otherwise, based on their often used definition of a recession, i.e., two consecutive quarters

rehumanize

Search This Blog