Brocade brings in Text 100 in effort to fight competition

SAN JOSE: Brocade has tapped Text 100 as its agency of record, as the tech company seeks to solidify its leadership position in the face of increasing competition. Brocade previously worked with Benjamin/Weber Shandwick.

SAN JOSE: Brocade has tapped Text 100 as its agency of record, as the tech company seeks to solidify its leadership position in the face of increasing competition. Brocade previously worked with Benjamin/Weber Shandwick.

The Silicon Valley company leads the network-storage-management space. Its technology is sold by companies such as Hewlett-Packard and EMC as part of larger offerings.

"We're in a unique position," said VP of corporate communications Jennifer Hart. "We are resold by other companies. Sometimes our switches have our brand. Sometimes a company like HP rebrands them. We are the ultimate brand in our space, in the absence of selling directly to the customer."

Brocade will work to increase its brand awareness, especially among those IT managers who make buying decisions. "Companies aren't buying technology for technology's sake," Hart said. "We want to tell a more complete story, and help businesses understand what we can do for them. This is business-critical technology. This is what people's businesses run on."

David McCollouch, GM of Text 100's Silicon Valley office, explained that the firm will help Brocade build its market-leader position and fend off encroaching competitors, while leveraging its existing customer base to introduce new technologies.

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