Challenge

By late 1999, VERITAS, through acquisitions had reached nearly $700 million in revenues, yet was still relatively unknown in the marketplace, especially among the senior managers who determine corporate standards and approve large purchases. Also, the company was still suffering from the conflicting corporate cultures of its various merged entities – and lacked a strong, unifying identity.

Solution

DaynerHall created a distinctive, international brand template to project Veritas as the $10 billion company that it intended to become – a peer company to the likes of Oracle and Sun Microsystems. The template was in keeping with Veritas’ compelling new market leadership position: the Data Availability Company – an assertion that extended Veritas’ value beyond the static concept of storage and into the more strategic realm of data access, protection and management. Armed with the new brand template and the overarching company message, DaynerHall generated and managed a comprehensive and far-reaching campaign that penetrated every level of Veritas’ market.

Results

The brand template was propagated throughout Veritas’ worldwide operations. In readership audits, Veritas’ print ads consistently outscored those of such industry leaders as Intel and Microsoft. Veritas’ banner ads yielded click-through rates 2 to 4 times site averages. Strategic co-marketing programs boosted Veritas’ exposure and sales through HP, Sun and Oracle. Veritas’ sales doubled – to $1.4 billion – in 2 years. Veritas is now widely recognized as the market leader in storage management software.