Brocade Communications Systems is the storage area network (SAN) leader with Cisco Systems as a primary competitor. After acquiring competitor McDATA, Brocade doubled its size, helping assure its leadership in SAN technology against Cisco. But even with five quarters of record earnings and a plan for growth and diversification, Brocade recognized that its brand strategy needed to align with its business strategy to support future expansion. The company wanted to make sure its brand could maintain its leadership position with SANs engineers while also reaching out to chief information officers (CIOs).
Brocade: On the wings of a new strategy
Challenge
Through acquisition, management, technology and market shifts, Brocade had changed dramatically. Landor’s research validated that Brocade understood the minds of its customers and that customers were loyal. Nevertheless, Landor concluded that in its current state, Brocade stood little chance with the CIO audience, even though brand equities consistent with CIO interests existed. The challenge was to reposition Brocade around those equities to become more relevant to this future customer without alienating existing customers and OEMs. Repositioning efforts also needed to differentiate Brocade from a much larger, competitive set.
Solution
Leveraging insights from research, Landor developed the Brand DriverTM Challenge with Intent, which evokes courage, being smart, motivating to do and be more, and staying lean and mean with focus and purpose. The Brand Driver dictated a departure from Brocade’s previous woven-B identity. Landor created the new B-wing identity system to embody the spirit of the brand and visually signify Brocade’s repositioning to the market. Landor also streamlined Brocade’s architecture and nomenclature to integrate the McDATA purchase and simplify the brand system. The brand launched in early 2007.
Landor created a new brand architecture, nomenclature and visual system.
Brocade’s previous identity did not fit the new positioning.
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