NetApp pursues wider audience in rebranding

NEW YORK: NetApp has launched a marketing campaign to complement its new brand messaging and strategy.

NEW YORK: NetApp has launched a marketing campaign to complement its new brand messaging and strategy.

NetApp, formerly known officially as Network Appliance, unveiled its new tagline “Go further, faster,” a refreshed Web site, and a new thought leadership campaign in New York at its analyst day.

The company will put significant marketing communications resources behind the brand, including expanded media outreach, higher education outreach, government relations, blog launches, and a podcast platform, as well as an advertising campaign and search engine marketing. AOR Voce Communications is involved with the campaign.

The company changed its branding after in-depth research found that customers had a high approval of the company and its products, but low awareness outside of its core customers.

“[The research found that] the customers who loved us really love us, but we don't have enough customers,” Elisa Steele, SVP of corporate marketing at NetApp told PRWeek.

NetApp's previous branding – “Simplify data management” – resonated with its customer base - IT managers, but did not attract its strategic audiences - CIOs.

The company rolled out the brand today, after months of dialogue with senior leadership and employees. Spend for the budget was undisclosed, but Steele said the marketing budget was increased significantly for the campaign.

The company also works with Weber Shandwick on crisis communications and thought leadership.

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