When we began our work with SanDisk, the brand was battling it out in an increasingly commoditized market. Their product lineups and channels largely overlapped, and yet each business unit marketed very differently, presenting a disparate overall brand presentation that could also be dry and functional.
Catalyzing change must be carefully framed, and in considering our options, we hit upon pro photographers as both a key target and a powerful catalyst for the brand. Pro users not only depend upon SanDisk memory for their livelihoods, they would also play an ideal role as evangelists, influencers and aspirational targets.
So whether SanDisk aimed to reach the pro community or parent community, digital natives or digital nomads, we elevated the true emotional appeal of the pro to make SanDisk memory a hero for all.
Tactically, my team and I developed and implemented a unified brand expression, rolling it out through a sequence of integrated branding initiatives, social media and product launch campaigns both domestically and globally.
We engineered product messaging hierarchies to ensure that top-level benefits and supporting reasons-to-believe would be consistent across touch points. And we crafted images and copy that could be used by agencies, the sales force and channel partners, worldwide.
The result? By hitting each respective target with greater clarity—and improving the ultimate vision for the brand—SanDisk strengthened its existing markets, while growing new sectors and setting the bar for marketing creativity within their industry.
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