Redefining the data storage category.
Everpure had a successful hardware business built on one belief: storage shouldn't be complicated. But its own marketing led with hardware features. We repositioned the company around customer outcomes and gave it a story that works beyond the technical buyer.
The challenge
Everpure's sales and marketing centred on hardware specs. That made it hard to upsell the portfolio and harder still to lift the brand above storage commodity. The company needed to articulate the business case, not just the technical one. And to fulfil its core mission, it needed customers to rethink storage entirely.
What we built
We worked with the C-level team to rethink the business model, from hardware to cloud, and how to take it to market inside and out.
- Defined the core positioning and messaging, gathered into a practical strategic blueprint that shaped the marketing strategy
- Expressed the positioning verbally and visually, landing on the tagline "Uncomplicate your data storage, forever"
- Restructured the flagship offering and launched new solutions
- Built a full messaging framework and practical marketing assets across the portfolio
- Worked with Everpure's channel partners globally to define joint value propositions and launch joint campaigns
The result
- Everpure now has a positioning that works for technical and business audiences alike, expressing what its products do in terms of customer outcomes
- The broader positioning improved relevance and opened up-sell opportunities across products and services
- Repositioning helped Everpure challenge pre-existing ideas and consolidate multiple messages into one simpler, repeatable idea
Paal15 gets me to value faster by cutting the time from problem to solution, blending a true understanding of the complex tech market and hands-on skills to develop tangible and creative assets.
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