Erstwhile challenger brand, now established cloud technology player, Nutanix, saw a chance to grab market share through a new brand identity.
Increase in web engagements
Uplift in share of voice
Forward-thinking companies understand that effective branding is actually a compass pointing toward their desired future. It is an opportunity to constantly evolve, align with their aspirations, and push beyond the boundaries of their current achievements.
Our client - Nutanix, Inc. - recognized the need for a branding overhaul that went beyond simply a new logo or color palette, and that’s where we came in.
Nutanix is a pioneer of Hyperconverged Infrastructure (HCI), a game-changing technology that dramatically simplified IT operations by consolidating compute, storage, and networking into a single integrated system. Building on this legacy, Nutanix has evolved their offering into a comprehensive platform for running apps and data across multiple clouds, allowing customers to simplify their journey to becoming a modern businesses.
With a vision to expand their story beyond HCI, Nutanix pursued more than just a rebrand. The goal was to reshape and expand their narrative both to match company’s industry-leading technology and to reach customers who themselves are confronting the opportunities - and complexities - of cloud and multi-cloud operations.
The Nutanix marketing team came to us with the following marketing objectives:
With an evolved mission and vision, Nutanix needed a refreshed brand experience aligned with its new direction. They sought to shift outdated perceptions of Nutanix as merely an HCI vendor to its present reality as a global leader in cloud solutions that allow businesses to quickly and easily build and operate a modern hybrid multicloud infrastructure.
Through in-depth interviews with key stakeholders from across the company, we sought to gain insights into the Nutanix organizational values, goals, and aspirations, to develop a strategy would align with their vision for the future.
In parallel, we undertook an extensive review process, examining a wide range of case studies, branded collateral, reports, competitors' positioning, products, and, most importantly, the company’s vision for the future of the industry and the brand, allowing us to understand the existing brand landscape and identify areas for improvement.
We also created a comprehensive buyer journey map which involved mapping the entire process from initial awareness to customer onboarding. Our aim was not only to understand what resonated with our clients but to get into the minds of customers, to understand what semiotic cues helped them understand what a brand stands for.
“Branding, done well, takes bravery. We weren’t afraid to dig deeper and take risks in the pursuit of our goals, and I’m hugely proud of what my team and The Marketing Practice have achieved together. Our new brand identity is already yielding tangible results in building brand awareness and is the ideal springboard for our future success.”
VP, Corporate Marketing at Nutanix