Behind the scenes with NetApp (Landor Perspectives 2010)

Britt Dionne

Britt Dionne from Landor Associates looks at how storage and data management company NetApp successfully ensured internal support for its branding program launched in 2008.

Behind the scenes with NetApp

Britt Dionne Landor Perspectives 2010

Movie plots typically follow a standard arc-of-change: back-story, conflict, and denouement. Most of the time we can guess where the heroes will ultimately arrive. What we really want to know is how they'll succeed in getting there. Do they recruit a plucky sidekick? Starve out the enemy or charge the castle gates? In other words: What are the success factors that lead the hero to a happy ending?

Managing a branding program can feel like a cinematic drama of sorts, complete with plot twists and a bevy of characters...

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