Brand Positioning vs. Marketing Tactics 

Commvault is uniquely positioned as a leader in data protection, both in terms of completeness of vision and ability to execute. This makes our brand different in many ways. For instance, we are both a technology innovator as well as a strong company capable of executing across technology, pre-sale, sales, customer service and marketing.

At Commvault, data is ingrained in the stories that we tell. We take a data-driven approach to enhance a customer’s journey, through data-driven storytelling. There is an increasing amount of emphasis on the role that data plays in shaping audience development.  

For us, marketing is a reflection of our strong commitment to our customers in terms of designing innovative product, fulfilling on our promise with great service and support across all countries that we do business in. The role of marketing in the business is to articulate very simply what our value proposition is to our customers and making sure we deliver on that. Our marketing communications are simple and consistent across the size of the business. We don’t differentiate between small, medium or large clients in terms of our value proposition and our messaging. Ultimately, we believe that technology is an enabler. 

Good data for a Good Brand Strategy 

A brand is an emotional connection that customers have with a product. This is true to both B2C and B2B space. And in this digital age, data is at the core of informed business decisions. Commvault is a data driven organization and data is the core of everything that we do. Good data helps us understand our customers better, empower us to differentiate and deliver value propositions that help customers to connect with our brand better. This helps us to be perceived as a brand which is reliable, easy to do business with and delivering the brand promise in every interaction that customers have with us. 

Digitization & its after-effects

Changing business models is one of the most significant trends disrupting existing mechanisms of how things are done. Born-on-the-web companies today are not encumbered by brick and mortar which helps them to read flaws, to replicate global business models and actually leap frog and come up with innovations across both B2B and B2C categories. However, digitalisation and business process transformation for service-oriented companies is helping to bridge theinfrastructure gap and is making it possible for those customers who may not have bank accounts or credit cards but have a mobile phone or a mobile wallet, to enable them transact on the net and benefit from the e-commerce wave. This would not be possible in the traditional case. Digital transformations is bridging the divide to help customers have access and to take part in the digital economy which is far more inclusive.

The cloud is the new black and organizations are taking full advantage of this environment. Cost-effectiveness, efficiency and revenue growth are just a few benefits that companies can reap from the cloud, and it’s no wonder that business leaders are moving towards a hyper-converged infrastructure. 

But at the same time we have also observed growing symptoms of cloud FOMO (fear of losing out), where businesses jumped on the cloud bandwagon without a clear data strategy. This has often led to increased security and compliance data problems, and unfortunately, a lack of oversight into where data now actually lives.