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Squeak! - Animal Brands and Metaphors in the Storage Market

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by Zsolt Kerekes editor of STORAGEsearch.com
Storage People
Squeak! - the Solid State Disks Buyers Guide
article:- a Short History of Disk to Disk Backup
Squeak! - the 10 biggest storage companies in 2008?
Squeak! - Who's Eating Whom in the Storage Market?
article:- Marketing Nomenclature, and the Naming of Names
article:- Survival of the Fittest - When Diskosaurs Ruled the Earth

click for more info

animal brands in the storage  market
The Byte family was just a small part of
the interesting community of beings who
worked in the storage market.
Animal Type Company Notes

A Adder Quantum I cheated here by assuming that an adder is biologically similar to a viper. Viper is a brand of tape drive, which started under Certance, later acquired by Quantum.
Ant Click & Protect

This company was in the Storage Security market.
Click and Protect

B Barracuda Seagate desktop PC disk family
SATABeast Nexsan Technologies RAID systems
Bear BEAR Data Systems Storage Services
Bee Wikibon A busy bee is part of the logo of this storage publication.
Blackbird MicroNet Technology SR-4 Blackbird SATA RAID arrays
Boa EZQuest CD-RW & DVD-RW drives
Bobcat ONStor NAS Gateway
Buffalo Buffalo Technology various

C Camel Storage Depot

The camel is in the logo of this UK storage VAR
Storage Depot
Cat BlueArc used an image featuring a lion and domestic cats in a print ad campaign in Q306 - with the theme:- "Tired of herding cats? - Wasn't NAS supposed to simplify storage?" BlueArc animals graphic - click to see full ad
Cheetah Seagate enterprise server disk family
Cheetah / Rhino hybrid Vanguard Rugged Storage Solid State Disks
Cobra EZQuest hard disk drives
Cow Gateway The black and white cow pattern is used in the company's logo.

D Dog DinoStor I didn't see any dinosaur or canine images on this company's site in the few short years that it was active in the tape backup market. But I'm infering a reliable dog positioning from the name.
Dog Memtech Bulldog is an entry level SSD family.
Dog DataSafe Services The company's logo includes a picture of a dog.
Dragon SOYO USB drives
Dragon Cornice Miniature hard disk drives.
Dragon NTI "Dragon Burn" CD-RW & DVD-RW software.
Dragon see also:- the editor's online story:- Princess Laura and the Unsuitable Dragon Suitors

E Elephant Memtech

Used as a graphic in the company's logo.
Memtech logo circa 2005. click for 2005 profile.
Elephant Advanced Media Elephant design of USB flash drive.

F Falcon FalconStor Software Used in the company's name.
Falcon Falcon Systems Was a RAID systems company acquired by Artecon in 1997, which itself was merged with Box Hill in 1999 to become Dot Hill.
Flea Apple iPod Flea portable disk / music player
Fly StoneFly Networks Its logo does look a bit like a buzzing fly (strange choice)
FireFly ASACA VTL

G Goblins STORAGEsearch Used as metaphor for Storage Security.

H Hedgehogs Prickly Spine Software Used in the company's logo.
Hornet Memtech Is an SSD family.
Horse Memtech Mustang is a SSD family.

I Iguana Infinite Data Storage CD burner for IBM notebooks.

IEI historic banner
I'm not sure what kind of animal is depicted in the above banner ad, which we ran in 2002 to 2003 from IEI Technology.

J Jaguar TigerDirect Jaguar is a brand of USB hard drive.

K Kangaroo Kanguru Solutions The company no longer uses an animal image in their logo (in 2006) - but they did have kangaroo pictures on their site in 1996.

L Lion BlueArc used an image featuring a lion and domestic cats in a print ad campaign in Q306 - with the theme:- "Tired of herding cats? - Wasn't NAS supposed to simplify storage?" BlueArc animals graphic - click to see full ad

M Mammoth Exabyte Mammoth was a brand of tape drive circa 2000
Mice STORAGEsearch.com The Byte clan has been expanding ever since Megabyte made his first public appearance on the web in 1998. The Bytes trace their roots back to their Bit ancestor in the 11th century AD.
Monkey Advanced Media Monkey design of USB flash drive.
Monkey Ruptured Monkey Used in the name and logo of this storage publication (domain registered in 2000).
Moose Northern There are some kind of antlers featured in the company's logo.

N Newt various Several companies make Newt (Network For Emerging Wireless Technologies) USB adapaters.

O ?

P Panther Memtech SATA solid state disk.
Penguin Penguin Computing A penguin is used as the logo for the Linux market. Penguin Computing is a Linux focused reseller and OEM.
Phoenix Phoenix International Military Storage
Phoenix SoleraTec Network Attached Storage
Platypus Platypus Technology (no longer with us) was a one time maker of SSDs Platypus
Python Quantum tape drive

Q ?

R Raptor Western Digital Hard disk drives
Raven Storage Engine storage systems
Rhino Vanguard Rugged Storage Solid State Disks
Rhino StorCase Technology uses the rhino metaphor to indicate how tough and rugged their enclosures are. Storage Boxes
StorCase Technology - Rhino brand
RoadRunner Topio Disaster Recovery
Rodent Gear6 Some kind of rodent or rat appeared on the home page of this company in October 2006.

S Seal SEAL Brand name for USB flash drives / MP3 players
Selkie Tugboat Enterprises Although the Selkie is a mythical creature it's also the brand name for Tugboat's data recovery software product.
Shark IBM RAID systems
SharkTank an editorial column in Computerworld .com
Sidewinder Quantum tape drive
Squirrel Selectronix GBICs, SFPs and XFPs, Fibre channel cables
Cyril the Squirrel - historic Selectronix  banner  May 2000
Selectronix advertised here on on STORAGEsearch.com from 2000 to 2006. In April 2000, inspired by the success of our Megabyte the mouse brand, they tried out the banner ad above featuring Cyril the Squirrel. It was designed by the same graphics designer David Mellor at Dynamite Design - who draws Megabyte.

I came across David's work in 1997 when he was doing designs for my wife's company Downes Strategic Marketing. At that time Dynamite were located just a mile down the road from our farm and were actually working in an office they rented from Selectronix. David had been designing Megabyte graphics for us since the summer of 1998 so when Selectronix started to look for web sites to advertise on in 2000 David suggested us.

The Squirrel concept didn't last long. Selectronix soon after went back to using conventional product image based banner ads. Some of their conventional ads (also designed by David) were stunning designs too, in their own way.

T Tarsier BiTMICRO Networks Used to brighten up the company's web pages.
Tiger TigerDirect Used in the company's name.
Tiger Tiger Technology Used in the company's name.
Tiger aXstor

Picture of 2 tigers on the home page of this UK storage distributor (Dec 2006).
aXstor tigers
Tiger Rave Computer Association Tiger RAID SATA 3.0 Disk Array

U Unicorn Unicorn Electronics Reseller of storage and IT products.

V Viper Quantum A brand of tape drive, which started under Certance, later acquired by Quantum.

W Wolverine Memtech brand of solid state disks
Worm Write Once Read Many times storage. From Megabyte's Storage Dictionary

X ?

Y Yak YAK Networks online backup and storage
Yak YAK Biotech Solutions USB storage wristband.

Z Zebra Zebra A network file system that stripes data across multiple servers.
.

MarketingViews.com FAQs for connected IT marketers

Animal marketing metaphors are popular in service industries, but you'd be surprised how many companies have used animals in their marketing of data storage products and services. The storage market was worth over $160 billion in 2006, and as it gets bigger - more companies will turn to animal brands to help differentiate their otherwise bland products and lend them artificial (or deserving) characters and virtues.

The idea behind this type of marketing is to suggest positive connotations so it's unlikely that anyone will choose to associate their products with gremlins. But you may be surprised by the population of the storage ark.

This reference articles lists all known companies who have furry marketing brands, and also includes some which are slimy, scaly and scary too.
.
WipeMASSter Disk Sanitizers erazes 9 disks to Dod standards at hardware speed
WipeMASSter Hard Disk Sanitizers
from Intelligent Computer Solutions
.
Squeak! - the Solid State Disks Buyers Guide
This is the 5th annual edition of this very popular report.

The earlier edition of this article was the #1 most popular storage article viewed by STORAGEsearch.com's readers in the previous quarter.
the solid state disks buyers guide
The SSD Buyers Guide lists all SSD products commercially available in the market by form factor, interface type and memory technology. It also includes a summary of key milestones in the SSD market in the past year. ...read the article, solid state disks
.
read the serial scsi article by Adaptec
the Benefits of SAS (Serial Attached SCSI) for External Subsystems - article by Adaptec

This introduction to Serial Attached SCSI gives you an idea of the performance, compatibilities, applications and roadmap for this new directly attached disk connection standard. With throughput capability faster than 2Gbps Fibre-channel systems and faster than ultra320 SCSI - the new SAS products not only provide an upward migration path for parallel SCSI applications but also open the door to a new class of high performance high reliability enterprise systems. ...read the article, ...Adaptec profile, Serial Attached SCSI
.
marketing articles on MarketingViews.com
scary marketing articles
on MarketingViews.com
Captain Feary's contracts always included
the Splash! penalty clause - in which
marketing consultants agreed to walk the
plank and feed the sharks if their "so called"
Brilliant! ideas didn't work.
.
Squeak! - the Fastest Growing Storage Companies
read the article - the Fastest Growing storage companies in 2005
This is the 6th annual edition of this popular article, and is compiled from analyzing the reported results from the top 1,000 storage companies.

The top 3 companies had over 300% year on year revenue growth.

If you're looking to team with successful storage companies or want to emulate their success, this article will tell you who they are and the market segments they are in. ...read the article
.
storage glossary
Glossary on
STORAGEsearch.com
Sometimes Megabyte wasn't sure if he
understood the true meaning of all the
words he was reading.
.
article:-  Flash Memory vs. Hard Disk Drives - Which Will Win? - by Semico Research
Flash Memory vs. Hard Disk Drives - Which Will Win? - article by Semico Research

There's a confusing picture in many consumer products like phones, cameras and music players in which one day it seems that the storage function is done by flash and next day another company announces they're doing the same thing with miniature hard disks.

Is there any sense to this seemingly random choice?

This article uses pricing trends, technology trends and unique market analysis insights to show that users and oems may be able to reliably predict which storage devices will be most cost effective depending where you are on the future history curve. ...read the article, ...Semico Research profile, Hard disk drives, Flash Memory, Market research, Solid state disks
.
Shark powered pirate ship
Editor's note:- a shark, and a pirate called Sharky,
appears in my online novel called Pirates and Goblins.
Spellerbyte the wizard from STORAGEsearch.com's
software pages also appears in this epic story.

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