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Branding Strategies in the SSD Market

by Zsolt Kerekes, editor -

Does - what you call the SSD...

impact - who the SSD buyer will call?

I've written this series of articles for marketers and business development people in the SSD market.

Everyone's in the same SSD market bubble - but due to frantic web navigation, going to events and talking to SSD analysts you already have a better picture of where the awesome SSD market is headed than most other people. Congratulations!

But how do you translate that into a business plan? - or as the marketing girl in the Hitchhikers Guide to the Galaxy said - in response to the development of the wheel - "Alright, Mr. Wiseguy... "if you're so clever, you tell us what color it should be."

How will users navigate their way through thousands of SSD messages which compete for their attention?

In the time honored way of learning to recognize, filter out and disregard the 99% of SSD babel which is for someone else.

What can marketers do to create better messages for the modern SSD era?

How can users recognize a good SSD brand when they see it?

Learning from other people's good examples (and mistakes) is a good place to start.

In this new series of articles I'm looking at the SSD market - from a different perspective
click to see examples of SSD banner ads
SSD articles on other themes

hostage to the fortunes of SSD

don't all PCIe SSDs look pretty much the same?

Enterprise SSDs - the Survive and Thrive Guide

Why I won't publish your press release? - Common PR errors I see every day.

. FAQs for connected IT marketers

storage search banner

turbo SSD image .. How did mice
become the face of
SSD ad - click for more info
The problem with numbers is when they get too long (due to the longevity of the product family) you have to recycle them - which makes it confusing for old people who saw them the first time around. And (I know it may be unfair to say this about product marketers) but sometimes you get the vague feeling - particularly in more slowly evolving markets like autos - that the names and the numbers and the colors have changed. But inside everything that matters still remains exactly the same as it was before.

OCZ's SSDs and some random thoughts about product naming conventions (March 25, 2015)
"Compared to EMC - ours is better"
the unreal positioning of many flash array "startups"
90% of the enterprise SSD companies which you know have no good reasons to survive.
drivers, mechanisms and routes towards consolidation

SSD ad - click for more info
Our flash care scheme is 100x
MLC seniors live longer in my care home
We haven't got the stage where the color or the brand on the SSD box (are the main things which) determine how many SSDs get sold.

SSD IP (Intellectual Property) is still an important factor in establishing leadership in the minds of the market.
......Q4 2011 edition of - the Top 20 SSD Companies
Sonnet Technologies has been using the Fusion name for our storage product since before Fusion-io existed as a company.
Getting the name right for your new product, company or service is a difficult process.
Marketing Nomenclature, and the Naming of Names
Kent Smith told me that LSI used to call the SandForce products "SSD processors".

But that didn't show up in Google.

Because designers were looking for "SSD controllers".

So LSI changed its parlance.

It now calles them "SSD controllers"

like everyone else does.
LSI integrates "SSD market on a chip"
November 18, 2013
. is published by ACSL