pure storage
What happens when you don’t fit into a category?
You need to redefine your category or build and claim a new one. See how we helped Pure Storage repackage data storage.
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People are always looking for the perfect setup.
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But it’s rarely as straightforward as they hope.
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Similarly, businesses are always looking for the best setup for their data.
Data storage has grown in complexity. And hardware is just one piece of the puzzle.
With growth in data-heavy technologies and applications, unstructured data is growing, putting a much greater load on data storage infrastructure.
Data storage should be more than an IT discussion—it’s about meeting and powering data-driven business needs. But business leaders are failing to realise that old data storage can limit their progress.
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Data
Sorted
Arranged
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Structured
Explained
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So why is data infrastructure still seen as just a hardware problem?
Pure Storage already had a successful storage hardware business, so they understand the issue well.
They needed to change the conversation to business outcomes supported by tech. The right solution needed to consider all their data needs as a whole, across an entire organisation.
So how do you make life better for customers, and yourself?
You repackage.
reposition.
reset for growth.
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Eric Duerr
VP Marketing, Pure Storage
To fulfil their core mission, Pure needed customers to rethink storage entirely. That’s where we came in.
To build a model that helped Pure’s customers embrace a multi-faceted, cloud model that is more flexible and sustainable.
Changing the way people buy
Pure Storage now is redefining how businesses buy data storage, how they can make their customer experience better, and how they can empower customers to solve their data challenges—while boosting their own profits.
We helped Pure Storage
redefine their industry.
By helping Pure redefine what “data storage” and infrastructure means for customers and partners, they essentially redefined the tech industry category they were in.
The new positioning we created, ‘Uncomplicate your data storage, forever’, neatly explains how Pure’s holistic data service brings data storage up to speed with the modern IT model, improving and simplifying how data is stored, mobilised and protected with a cloud-first experience.
By helping Pure redefine what “data storage” and infrastructure means for customers and partners, they essentially redefined the tech industry category they were in.
The new positioning we created, ‘Uncomplicate your data storage, forever’, neatly explains how Pure’s holistic data service brings data storage up to speed with the modern IT model, improving and simplifying how data is stored, mobilised and protected with a cloud-first experience.
RESULT
Repositioning helped Pure to challenge pre-existing ideas
Pure Storage now is redefining how businesses buy data storage, how they can make their customer experience better, and how they can empower customers to solve their data challenges—while boosting their own profits.
Their messaging is now outcome-based and stronger
The real value in Pure’s portfolio comes from combining hardware, software, services, and support. Coming together to build a storage solution that is entirely different, one that works more like cloud, and less like a rigid box in the basement.