Map R Branding

Branding MapR: Case StudyWE ENGINEER BRANDS

BRANDING BIG DATA

The Setup

-“Big Data” stands for everything and nothing (a buzzword). !-All companies in category talk in the same voice. !-Potential customers confused as to the benefits of MapR’s approach to Hadoop. !-Amazing product with no brand. !-No single vision inside the company.

Challenge:

Project Owners: M.C. Srivas (CTO & Co-Founder) !Timeline: 6 weeks !Catalyst: IEEE Big Data Conference

The Process

- Launched project with a strategic work session with the Map R executive team. !- Identified potential value propositions. !- Evaluated value propositions with sales team, customers and investors. !- Considered competitors’ positioning. !- Created a visual representation of the MapR Brand Platform. !- Articulated a written Brand Platform (Problem, Owner, Solution, Essence, Persona). !- Created guidelines for translating the brand platform into communications. !- Authored a range of tag lines and put the final in the context of a sample ad.

6-week branding effort:

Focus: Defining the Problem to Solve

Opportunity is fleeting. !!!Business leaders are challenged to find the value hidden in big data and leverage it to act on opportunities as they arise.

Audience

Identifying the Owner of the Problem !CIOs require a partner that they can depend on to confidently make sense of and act immediately on the vast amounts of data generated by business operations to create business advantage.

Positioning: The Unique and Differentiated Solution

Confidently capitalize on opportunities now. !!MapR enables business leaders to quickly and decisively capitalize on emerging market opportunities as they arise — with total confidence. This is because MapR provides the only proven, enterprise-ready platform that solidly delivers on the promise of big data every time.

Brand Essence

Visionary Doer.

Execution: Bringing the Brand to Life

THEN !-Benefit not clear -Undifferentiated design -Logo with no soul -Complicated

NOW !-One clear benefit -Unique & unified design -Modern, elegant logo -Simple

Execution: Bringing the Brand to Life

Because Action Means Business.

Confidently Capitalize on Market Opportunities. Now.

Headline

Tone/Imagery

Tag line

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.

WE ENGINEER BRANDS

JC Velten 415. 813. 0955

[email protected]

Meg Wilson 650.863.6377

[email protected]

Maria Perachio 917. 613. 1405

[email protected]