Challenge: Communicate the power of EMC’s “ECM division,” comprised of over 150 mostly non-integrated content management tools and services.
Scope: Brand Strategy, Talking Points, Brand Architecture, Name
Results: At the industry’s annual conference a few weeks after the project ended the coverage of EMC’s strategy was unremarkable. Until the VP we worked with gave her presentation. One reporter wondered in print why they didn’t put her in charge.
Trivia: EMC flew Tate 2500 miles from DC to Silicon Valley to work in an office less than a mile from where he’d been employed by ADP a few years earlier.
For more information on this project please contact us.