| leading the way to the
new storage frontier
by Zsolt Kerekes,
from the series -
in the SSD Market
Would users buy an SSD just because it has an animal printed on the
label? If so - what animal should it be?
Marketers use animal brands
for products for a variety of reasons. And there are hundreds of examples of
fluffy, cute and fierce
already in the storage market.
But what about SSDs?
brands used in the SSD market aren't chosen for their cuddliness. They have been
used to suggest toughness, durability, speed and other desirable
characteristics as you can see in the examples below.
animal branded SSD product lines|
||I learned something new when I expanded the
image of an enterprise SSD family (launched in July 2011) from
Huawei Symantec. |
I noticed the picture at the left hand corner of their enterprise rackmount
system I saw something which looked like a swordfish. And googling it confirmed
that yes -indeed - the dorado is a type of swordfish - as well as being
the brand of a tier 1 FC SAN
|A-DATA - changed its
logo in January 2010 to include a hummingbird - shown below. What
has this got to do with its
In my view this is just one of those soft and cuddly animal metaphors. As you
might expect - the company - which targets consumers had a more elaborate way of
describing cute and cuddly... This is what
said when it launched the hummingbird logo
"A posture with
agility represents the wide range of technological development. The lightweight
and flexible wings portray the phenomenal speed with which ADATA provides its
customers with the most comprehensive services and solutions within the shortest
time. The energetic character signifies to explore the unknown and to
continuously discover the possibilities of applications..."
you still awake after reading that?
In the advisory email sent to
editors it called this rebranding theme - "Fly, Catch, Go!"
didn't make this up. My editor's comment at the time was - "Presumably 99%
of the marketing budget went into drawing the pictures - which didn't leave much
for the text."
|Angelbird is the
name of a company which develops
PCIe SSDs. The company
says that its "ArchWings" concept will let users upgrade capacity by
|Dolphin Interconnect Solutions
- who marketed a family of
PCIe SSDs in
2009 used that
marine mammal in their company logo - as you can see below.|
unsure why that name was originally chosen as the company name. This could be
one of those examples where a cute cuddly animal image was chosen to give
customers a warm fuzzy feel. Perhaps appropriate - given the company's cold
artic-like origins in Norway.
in the name of its 2.5" fast SSDs (June 2009 ). The company later dropped
"Cheetah" from the product ID and used numbers instead.|
| Marvell has various
animals in its chip and
lines. In the SSD market it has test marketed a product called the DragonFly - a
|Memtech (until its
acquisition by STEC in
2005) used a herd of animals. These included:- Bulldog, Hornet, Mustang ,
Panther and Wolverine for product lines and Elephant (which never forgets) in
its company logo. See some examples below.|
Memtech also used the speed
metaphor - "Rocket" - for one of its SSD product lines.
Rugged Storage - has used a hybrid of Cheetah and Rhino to brand the
company and (at one time) its SSD product lines. The company also uses zebras,
bulls and other creatures for other types of products.|
- used a lizard-like image - in various documents related to its
NAS SSD product line.
The example below is from its
examples of animal branded SSD product lines|
|Skyhawk - is the name of a
launched by Skyera
in August 2012.
A year later - in August 2013 - Skyera added to the SSD bird
population with their skyEagle (a 1U half
|Yes that is a dinosaur you can see in the
background of this May
2012 video from Pure Storage and
other animals appear in supporting roles too.|
|Active Media Products
in July 2009 -
brand of SATA Mini PCIe MLC flash SSD cards as upgrades for Asus Eee PCs.
The company's use of the SaberTooth metaphor (see below) is trying to
suggest speed. You have to imagine a SaberTooth tiger - because the animal
image isn't shown (just the words) running as fast a speeding bullet (which is
marketing various types of SSDs in 2009 - under the
G-Monster brand. The
idea behind many of these products is that they are a lot faster than most
other consumer SSDs.|
There are many strains of the G-Monster gene -
different shapes for different SSD form factors. They remind me visually of the
toys called transformers.
(no longer in business) was a one time maker of
SSDs. It used the Platypus
in its logo (see below). |
Why a Platypus? - because the company was
founded in 1999 in Sydney, Australia - and this is an iconic and unique animal
which is only found naturally in that continent.
used Lynx as the name of a 2.5" SSD family.|
longer in business) - in 1994 -
marketed a RAM SSD product called Arctic Fox which had been developed by a
company called Amperif Corp,
|Mushkin unveiled a
PCIe SSD in 2012
marketd under the "Scorpion" brand.|
has used a mouse image since 1998. The original marketing thinking behind
Megabyte the mouse is described
Early versions of the site banner played on the theme "let
our mouse guide your mouse to better storage..."
included barrels for storage, cheese for data and motor bikes for
One of the original (1998) Megabyte images was
that for solid state disks.
If you click on the SSD image below you'll see an expanded version - along with
the original text caption.
|Megabyte was later joined by other members of the
Byte family, including:-
- his niece Killerbyte (audibly same as Kilobyte - and visually
she is always shown toting a hand gun or rifle) - used for
military / rugged storage.
- his nephew Cheaperbyte (who is always shown with a cell phone in
hand) - originally used as a n image for
- his uncle - the software wizard - Spellerbyte (play on spell a byte
/ write a byte string) used for
- his auntie - the witch - Wanda who was originally used on SATA
storage and later for SATA
- his ancestor - Sir Squeaks-a-bit - used for
endurance and rackmount
SSDs. Why does he squeak a bit? Because his armor got wet in the rain before
a decisive battle.
the Top SSD Companies
Branding Strategies in
the SSD Market
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