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BRANDING COMPUTING & STORAGE

WE ENGINEER BRANDS


The Setup

Challenge:

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- To create a compelling brand proposition, Nutanix had clearly and concisely articulate the value of their technology to business leaders.

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- The company needed to also demonstrate how it will realistically deliver on the stated value in a unique manner..

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- Brand Essence needed to reflect Nutanix very unique product and company values & personality.

Project Owner: Howard Ting - VP Marketing & Product

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Timeline:

8 weeks

Catalyst:

Series C

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The Process

8-week branding effort: - Launched project with a strategic work session with Nutanix top management. -

! Identified potential value targets centered on “simple” ! Explored the brand story with customers, investors and sales team. ! Considered competitive positioning of top all direct competitors in the market. ! Created a visual representation of the Nutanix Brand Platform. !

- Authored a written Brand Platform.

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-­‐ Created a sample advertisement to help team activate platform.


The Brand Opportunity

“I’m frustrated. Always catching up.”

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VP/Directors of IT are mandated to deliver the performance required by modern business but are hamstrung by the limited agility/scalability and the “seemingly” necessary complexity of their current data centers.

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They spend a frustratingly large amount of time “keeping the lights on” instead of resolving new business challenges that engage their creativity and enable competitive advantage.


The Brand Positioning

! “We make your life easy.�

! Nutanix relentlessly simplifies every aspect of data center technology enabling a remarkably agile, intuitive and scalable solution that exceeds performance expectations without compromise.


The Brand Essence

Uncompromisingly Simple.


The Brand Essence The words behind the Brand Essence

Uncompromising

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1. The act of not adjusting of differences or making trade-offs or concessions; 2. Unyielding attitude.

! Simple !

1. Easy to understand, deal with, use; 2. Uncomplicated in form, nature, or design; 3. Adhered to first principles; not complicated.


The Brand Visual

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“Simplicity is the ultimate sophistication.” - Leonardo DaVinci.

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“Think simple!” as my old master used to say—meaning reduce the whole of the parts into the simplest terms, getting back to first principles.” - Frank Lloyd Wright.

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“Making the simple complicated is commonplace; making the commonplace simple, awesomely simple, that’s genius.” - Charlie Mingus.


WE DELIVER ACTION We are a brand engineering shop - that’s it. Because that is all we do, we can quickly and effectively craft the soul of your brand and deliver your core messaging on a silver platter, giving you all the tools you need to reach your audiences in a simple and practical way. No guessing, just results.

JC Velten 415. 813. 0955 jc@zealmark.com

WE ENGINEER BRANDS

Meg Wilson 650.863.6377 meg@zealmark.com Maria Perachio 917. 613. 1405 maria@zealmark.com


Nutanix