The Consumerization of Corporate IT
One of the biggest headaches that corporate IT has to deal with these days is “consumerization.” The consumerization of IT happens in two ways. First of all, consumers are using more and more IT in their personal lives. Consumer user-interfaces and product capabilities are in general more advanced than their enterprise equivalents; they employ better interfaces and more advanced data models. They work on mobile devices and are social media enabled. The technology, capabilities, and ease of use or consumer products are causing...
read moreClearwire: Corporate Naming
Deploying wireless broadband is tricky, and so is communicating about it to a non-technical audience. Inter-Air Wireless turned to us to create a concise, memorable name with staying power. Our answer was “Clearwire.” They are now the largest 4G network in the United States, and expect to reach 120 million customers by the end of...
read moreVerio: World Domination
In 1995 the web was in its infancy. Scott Adams and Bill Nesbitt saw the potential for businesses, but recognized that most companies wouldn’t want to run their own servers. They started Hiway, one of the first web hosting businesses, from their condo in South Florida. Their challenge was delivering the complex message of outsourced web hosting to a non-technical audience while staying ahead of the competition that was sure to follow. Their CMO, Steve Umberger, engaged us to tell their story to the media and drive demand from...
read moreTrueData Partners: New Identity
TrueData Partners was a small start-up in the electronic legal discovery space. Technically smart and business agile, they were a David in a market dominated by Goliath. In order to grow their business to the next inflection point they realized they would need not only a strong identity but memorable and credible positioning. They turned to us for both. Not only was their identity weak, but none of the materials matched, leaving them with a disorganized and chaotic image. In order to rise above the noise, all of their materials...
read moreSpikeSource: Turning a Complex Proposition into a Simple Story
SpikeSource delivers a highly technical product (verified open source stacks) to a highly technical user (the enterprise developer). But explaining the business value to VP and CIO level decisionmakers posed a challenge. Their primary objection was “Why should we pay for open source software when we can download it for free?” We crafted a brief webshow, based around the concept of “boardroom IT vs. basement IT” to explain how SpikeSource delivers business value. In the process, we showed how SpikeSource “makes...
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